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Rapido, the bike taxi platform, has announced the launch of its new digital marketing campaign #ZarooriHaiKya. The social good campaign takes the consumers through different scenarios of customers using delivery, ride-sharing or home services during the pandemic in a witty format.

The campaign aims to drive awareness on how essential services such as home deliveries, ride-sharing and home services should be used responsibly in the pandemic. It is built as homage to the efforts of various driving, delivery, and service partners who have been working tirelessly to make sure people like us survive through the lockdown, even at the cost of their lives.

The #ZarooriHaiKya campaign takes a dig at the times people celebrate expendable days, prodding them to rethink their decisions. ‘Roz ki roses wali anniversary manana’ #ZaroorihaiKya, asking if calling for a home salon service or ordering items such as footwear, work pants when you are working from home, or visiting the gym at this time, etc., is all that important to risk a driver or delivery partner’s life, as he sets out during the pandemic.

As unlocking begins in most of the cities, Rapido, despite being the largest bike taxi player in the country, takes a bold stance, asking people to step out only when necessary.

The campaign video: 

The campaign and storyline were conceptualised in-house, the script was written by Enormous Brands and brought to life by a budding production house with new and aspiring talent. The company will also drive two more shoulder campaigns such as a ‘Bahana’ generator to generate curiosity and engagement with the users on their social media platforms.

Rapido has announced a $20-million budget for this year’s bullish focus on its marketing efforts.

Amit Verma, Head of Marketing, Rapido, said, “The idea to do such a responsible marketing campaign stemmed from the consumer behaviour seen across the country during the pandemic. Accelerating our delivery service or promoting our bike taxi services may be beneficial to us, but at Rapido, we feel responsible for the lives of our Captains and essential delivery partners. As the nation prepares for unlocking, we want to urge everyone to act responsibly and think about the frontline warriors. Through #ZarooriHaiKya, we would like to plead to the sensibilities of our users to not book that ride, to not ask your friend to deliver that item, to not call home services guys to fix a thing that you do not need at the moment, and thereby saving someone’s life.”