redBus unveils campaign urging travellers to give up "Time-Pass" ticketing

The global leader in online bus ticketing, redBus has unveiled a boisterous advertising campaign intended at the promotion of online ticket booking on its platform. Dubbed as "Time Pass Skip Karo," the campaign jovially ridicules  ticket booking methods, which are known for the inconvenience they cause and their time-consuming nature.

Consisting of six bite-sized reels, each lasting 20 seconds, the campaign captures relatable "slice of life" instances from intercity bus travel. These snippets flamboyantly showcase nuisance which is associated with offline ticket booking, juxtaposing them with the rapid and appropriate online booking experience that is offered by redBus. From seat selection to live bus tracking, the campaign spotlights numerous features that revolutionize the travel experience.

In a stroke of regional brilliance, the campaign seamlessly integrates local nuances, ensuring its appeal across diverse audiences. Available in three regional versions catering to MPCG, Delhi, and UP, the ads cleverly blend informative messaging with witty humor.

redBus' campaign not only entertains but also educates passengers on the advantages of embracing digital ticketing solutions. By injecting humor into a traditionally mundane aspect of travel, redBus aims to steer passengers towards a more seamless and enjoyable journey.

About the film:
The ad films are a light-hearted and optimistic exploration of the convenience redBus offers within the vibrant chaos of an intercity bus station, brilliantly brought to life through engaging visuals, witty dialogues, and relatable situations. The campaign's creative approach focuses on humour, relatability, and regional authenticity to convey its message effectively.
Each film captures relatable scenarios, such as passengers hurrying to board buses or travellers bargaining with conductors, amusing altercations over seat selections, to the frustration of not recalling previous travel experiences, the films humorously emphasize the benefits of online booking. They also vividly showcase the contrast between the uncertainties associated with traditional booking methods while comparing the convenience of booking online on redBus. The slogan in the ad-films, "Time Pass Skip Karo", echoes the typical state of people stuck with traditional bus booking methods and reinforces the message of embracing online booking.

Link to the ad films:

1. Seat selection: https://www.youtube.com/watch?v=dM96KwGO7LI
2. Discount: https://www.youtube.com/watch?v=b7e3ICf3quA
3. Route Coverage: https://www.youtube.com/watch?v=uksAFhymTRg
4. Live Bus Tracking: https://www.youtube.com/watch?v=ZCkomQZI76w
5. Free Bus Change: https://www.youtube.com/watch?v=JG-JmAbDs6M
6. Favorite Bus : https://www.youtube.com/watch?v=irDXc5fnJNE

Creative Credits:

Director: Mithun R Shaw

Production House: MiniKinDGWorks

Expressing her enthusiasm at the launch of the campaign, Pallavi Chopra, CMO, redBus stated, “This is a very special campaign, in the sense that we have adopted a very region-focused approach to ensure that the narrative of the benefits of embracing online ticket booking methods, strikes a chord with our target audience. The dialogues in the ad-films are therefore very relatable to people of specific regions, such as Madhya Pradesh or Delhi for example, as opposed to creating a ‘one for all’ campaign and dubbing it in multiple regional languages. With the summer travel season upon us, this campaign is perfectly timed to capitalize on increased travel demand. Our creative partners have done a fantastic job of not only being able to captivate the audience, but also connect with them emotionally through the ad films.”

The campaign is set to be released across TV and digital media channels across the country and aims to reinforce redBus’ position as the preferred choice for hassle-free bus ticket booking across India.