Earlier travelling across the city was always a headache for people who did not own any personal vehicles. But gone are the days when people used to face this type of problem. With the advent of the online cab ecosystem and the marketing of cabs, companies like Ola have proved to be a boon for Indian commuters.

Ola is a well-known homegrown ride-hailing company in India, founded by two IIT Bombay students. It has revolutionized the taxi industry by connecting drivers and passengers seamlessly. The marketing campaign of Ola which includes partnering with taxi drivers and owners has made it a trendsetter in the Indian market.  

The company’s commitment to enabling connectivity for a billion people through its hyper-local campaign further cements its position as a leading player in the Indian transportation sector. In this case study on the marketing campaign of Ola, let us look at the case study the marketing campaign of Ola, which made it a cult-favourite brand in India. 

About Ola: The homegrown transportation giant!

One of the biggest ride-hailing businesses in India, Ola also has operations in a number of other nations. Since its founding in 2010, it has grown to be recognised as a leading provider of transportation services. 

The business is renowned for its cutting-edge technology and user-friendly app that makes it simple for customers to schedule and track their rides. Ola is dedicated to providing everyone access to reliable transportation that is also reasonably priced.

Ola has evolved into one of the most reputable and well-liked ride-hailing businesses in the world thanks to its emphasis on Ola advertising and innovation. The marketing campaign of Ola has won numerous prizes and praises for its work modernising the transportation sector and enhancing the quality of life for millions of people.

Why Does Ola Do marketing?

Beyond the main metropolises like Mumbai and Delhi, having a taxi service for your daily travel was once a fantasy for Indian households. Bring on OLA! The startup that provided more than 1.2 billion Indians with mobility, the ability to commute without having to purchase a car, and a polite, orderly, and organized on-demand cab booking platform and it became an instant hit thanks to the marketing campaigns of Ola.

The online taxi service startup Ola has long been renowned for its incredibly witty marketing of cabs and Ola advertising commercials that are clever enough to make people laugh out loud. Ola makes investments in these enticing marketing initiatives to raise brand recognition, promote customer engagement and retention, and eventually improve revenue. With the aid of these cab branding techniques, Ola was able to spur growth and boost its market share to nearly 50% by 2022. 

OLA’s ability to appeal to a diverse consumer base thanks to its cab branding strategy has aided in the company’s rapid expansion. OLA Cabs has also set itself apart from other ride-hailing companies by making significant investments in technology and innovation as suggested by the case study on marketing campaign of Ola.

Top Marketing Campaigns of Ola: A Case Study 

Here, we’ve listed 10 cab advertising hacks that have helped Ola become a major player in India’s ride-hailing sector and develop a more personal and engaging connection with its target consumer.

Ola #FarakPadtaHai ad campaign

Ola debuted its most popular advertising campaign in 2017, keeping the country’s young at the centre of any solutions. The movie emphasised how today’s ethically aware young care about the welfare of the nation and desire to work to address pressing problems like the escalating traffic and environmental damage in our cities. 

On World Environment Day, June 5, 2017, Ola launched the year-long campaign #FarakPadtaHai to raise consciousness about ride-sharing throughout the nation. The TV advertisement was the most recent offline activity Ola launched as part of the campaign.

The April fools day “Ola Air Pro” campaign

Ola advertising has always pulled an April Fool’s joke on its customers over the years, from declaring a newsroom to an Ola bathroom. However, they advanced a little in 2021 to pull off a successful practical joke. They announced the introduction of the “Ola AirPro,” an electric flying car with full autonomy. They even created a website for the same!

As you thoroughly consider what they are offering, you will see that the Ola branding is nothing more than a hoax, even though it initially appears to be legitimate. Sporting black T-shirts with Ola AirPro printed on them, the Ola executives made an appearance in the introduction video. It goes without saying that, given the dedication to the hoax, it was a good job.

The offline Taxi kiosks campaign

Ola branding team recently launched taxi kiosk ads in a number of cities across the nation. These kiosks make it easy for individuals to book Ola rides, particularly those who do not have a smartphone to use. Without having to deal with the complexity of the Ola app, users will be able to swiftly and conveniently book a ride using the taxi kiosks’ user-friendly interface. 

This step was crucial since it enabled Ola to enter new markets and draw in more users of its services. The kiosk also gave Ola advertising team a new platform to advertise its services.

Ola “Ab khulenge naye raaste” ad campaign

Ola, a mobility platform, recently started a campaign to highlight its micro-mobility service, known as Ola Bike, which is currently available in 150 cities and towns. Ab Khulenge Naye Raaste, the tagline of the new video advertisement, offers Ola Bike as an adaptable, reasonably priced, and hassle-free alternative for regular travel and last-mile access.

A brief video advertisement that uses a hilarious narrative arc to reinforce the theme is the centrepiece of the campaign. The story makes use of the brand’s objective to give users access to all forms of transportation that are specially designed for Indian roads and the user population that is being targeted.

Ola #MomsontheMove ad campaign

Ola, the largest ride-sharing company in India and one of the world’s leaders, is renowned for its out-of-the-box and humorous ads on current events. The company just unveiled another clever yet thought-provoking initiative called #MomsOnTheMove. 

The goal of this Ola marketing campaign was to recognise the courage of mothers who are adjusting to modern society’s changes and forging their own unique paths. Ola recognised that they had a rare chance to connect with millions of people with this campaign. The campaign’s core message will undoubtedly resonate with our audience and help to transform how society as a whole perceives and thinks, stated the company COO.

The #Olaboat campaign during Chennai floods

Ola launched its ferry rescue operation in Chennai after the floods that submerged the city’s highways and kept many from leaving their office buildings for several days. According to the firm, Ola’s boats were being used to bring supplies like food and water to people who were stuck in the flooded regions. 

The company had also stated that the boat service would initially be offered for three days and then continue if necessary. For this Ola branding technique, the startup received a lot of positive feedback.

Ola Share pass campaign

Ola has introduced the shared pass for 1 Rs/- to lower the cost of shared travel. Interestingly, many users had previously expressed unwillingness to share their trips with random people, but this campaign has effectively broken down those barriers for the majority of users.

The marketing campaign of Ola has been effective in establishing connections and maintaining interest in the share pass offer. As reported by the Ola advertising media centre, millions of individuals are actively using the shared pass, showing how effective the Ola marketing campaign was for the company.

Ola “Ghoomo Responsibly” ad campaign

One company that actively supports its clients and tries to advance social welfare through its marketing initiatives is Ola. Back in 2019, Ola teamed up with seven illustrious State Tourism Departments and Businesses to encourage “responsible tourism” in keeping with the year’s World Tourism Day theme set forward by the United Nations. 

In the #GhoomoResponsibly campaign, tourists were urged to act ethically, travel off the beaten path, and discover undiscovered gems all around India. To launch this new campaign, Ola had enlisted the renowned actress and travel YouTuber Shenaz Treasury for a 7-state, 12-day, and 21-location journey throughout India.

Key takeaways from this article….

Ola has launched a number of effective marketing efforts in India to raise brand recognition and client retention. The business has used both conventional and digital marketing channels to successfully reach its target market. 

Overall, Ola’s marketing tactics have been successful in promoting its identity and services, and the business has always been looking for fresh, cutting-edge ways to reach and engage customers.