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<ul><li><keyword id="3269053" type="PERSON" weightage="20" keywordseo="Rapido">Rapido</keyword> is aiming to achieve at least 1.5x growth than last fiscal. It is the only mobility company that is eyeing profits this year. </li><li>Rapido has already seen 25% of its business bouncing back. </li><li>Pavan Guntupalli, Co-founder, Rapido, talks to us about the story behind launching the brand, its growth, and mantra behind its road to profitability. </li></ul>The lockdown impacted most businesses across the globe. Some shut down and some learnt how to evolve with the changing tides. Home-grown brand Rapido, a Bike-Taxi service provider, saw its revenue plunge in the first two months after COVID hit the country and people were locked inside the four walls of their houses. With it, mobility came to a complete standstill. However, it soon saw a silver lining in June and July as 25% of its business bounced back. One of the reasons behind this demand was that people started avoiding public places and transport. Although, according to Rapido, 80% of India still doesn’t own private vehicles and due to COVID, they needed a safe and secure commute. This presented an opportunity in adversity for Rapido. Explaining why the brand’s demand came back, Pavan Guntupalli, Co-founder, Rapido, said, “Customers became aware that bike taxi is a more open and personalized way for intra-city travel. The customer has an advantage of less exposure to any infection due to his/her limited interaction with the captain (driver) and less touch points.” People also started renting its bikes for longer commutes. “Our average distance has suddenly changed, earlier people were using us for the last mile 3-5km but suddenly because of unavailability of regular public transport, our average distance has increased to 35% in some cities and overall, we saw 25% increase. Now people are using us for home to home travel and not just for last mile connectivity. Somewhere in December, we are hoping to come back to 100% of our business as before,” said Guntupalli. Shifting gears Rapido was growing at around 15% month-on-month from the last 3 years before the pandemic-infused lockdown hit India. It also doubled its presence from 50 cities to 100 in 6 months. Post lockdown, it had to shift its business model from offering bikes and taxies from consumers to distributors. Around 92% of its business came from bike and taxi model (intra-city mobility) and 8% came from logistics (essential supplies). Now, 30% of its total business comes from logistics and 70% from bike taxis. So, it decided to pivot its focus on accelerating the existing logistics business model by following a few initiatives such as delivering essentials at home, supporting the government to resolve supply-chain challenges, etc. “Rapido has been operating delivery services for e-commerce companies for close to 2 years now namely Zomato, Swiggy, Delhivery.com, Myntra, Eat.Fit. SuprDaily, Mapprr, 24*7 Stores, Kalerya, Bharatpe. During the lockdown, we amped up the existing Rapido-Delivery services to provide for the delivery of essential goods and partnered with major online companies like Big Bazaar, Big Basket and Spencer’s for delivery of essential goods,” shared Guntupalli. Building on the demand for logistics further, Rapido launched Rapido Local, a person-to-person delivery service. “Rapido Store is a convenient tool for offline and online businesses to help them reach out and deliver products to their customers in these challenging times. Rapido Store helps local businesses take care of multiple customer deliveries simultaneously in the most affordable and trusted manner. The service is currently operational in Bangalore &amp; Vijayawada and will scale to all cities Rapido is present in,” explained Guntupalli. Marketing Strategy and Understanding Consumers To gain its consumers' trust in a volatile market, Rapido introduced Safety Shields that helped consumers to maintain a safe distance from the driver or Captain, as Rapido calls them. <div type="image" title="rapido safety shields" msid="78221466" hostid="261"></div> Guntupalli said, “The Shield weighs around 400 gms -- it is a lightweight, PVC board that is attached to the Captain’s back like a rucksack. The shield covers the Captain’s body and makes for a considerable distance between the customer and our Captain. Apart from the usual measures, like using masks, sanitizers and the ArogyaSetu App, that we have taken, we felt the Safety Shields will be an added measure of safety during the rides.” It also tweaked its marketing strategy to increase awareness about the safety measures they followed. Its strategy is multi-lingual and regional. “We are trying to help change consumer behaviour towards safety, by helping them embrace the new norms through best practices when it comes to precautions, like bringing their own helmet, and avoiding stepping out. We also ensure that we leverage push notifications, SMS, emailers, in-app training videos, social media campaigns and marketing campaigns in various languages like Tamil, Telugu, Kannada and Hindi, to communicate regularly on our company updates and initiatives. We recently launched our first-ever video campaign, #PromiseofProtection, that showcases Rapido’s commitment to the safety and protection of its users, through an understanding of different relationships in our lives. In the initial phase of COVID, we launched a fundraiser for the Captains to provide them with the support they needed to weather the difficult times,” said Guntupalli. Goals for this fiscal As we inch towards normalcy and people have started stepping out, Rapido is aiming to achieve at least 1.5x growth over last fiscal. It is the only mobility company that is eyeing profits this year. According to PGA Labs, bike taxi service is now a $150 million market, growing at 20% month-over-month. In India 300 million people commute every day out of which only 1% happens via apps. It is estimated that bike taxis in India have the potential to create 5+ million livelihood opportunities, generating a revenue of $10 billion. With rapid urbanisation and smart status of cities, bike-taxi is becoming the future of intra-city transport. Due to COVID, they are also avoiding public transport. As a result, Rapido has become the third largest ride sharing platform in the country that sees around 10 million transactions in a month. Now, after securing a leadership position in the Bike Taxi ecosystem across cities, Rapido’s next focus area is to use technology to propel newer models that will help serve end users as well as businesses in the post COVID world. However, vehicle ownership in India is less. Hardly 18-20% people own a vehicle, that means 80% people still don’t have their own vehicle. When the pandemic hit, a huge problem statement was the need for a safe and secure commute. This became an opportunity in adversity for Rapido, as it saw a 25% spike in the month of June and July. Where it all began Rapido introduced bike sharing in our country in 2015. The product was built to bridge the last mile connectivity gaps. People in Tier II, III and beyond towns and cities have limited public transport solutions, some are not even available late in the evenings, making it difficult to look for an affordable option to travel within the city and getting shared autos are a hassle especially if you are a woman. However, being a first mover has its own set of challenges. Rapido was dealing with both cultural and social challenges. People did not feel comfortable sitting behind a stranger. So to woo consumers, Rapido took a quirky route. Guntupalli said, “We took a multilingual approach for our consumer outreach. The idea was to reach larger sets of audiences across Tier I, II and III cities and build affinity with the message. We worked on short, quirky videos that are a trend among tech-savvy millennials. We introduced the brand in a fun and different way to them through 7 videos with themes such as <a href="https://www.youtube.com/watch?v=bgGQYrlpRHA">Don’t be late, Save Your Date</a>, <a href="https://www.youtube.com/watch?v=cMOxf64njqE">KabhiBhiKahinBhi</a>, <a href="https://www.youtube.com/watch?v=jXPThvwLKSo">Don’t’ Get Crushed Away In Traffic</a>,<a href="https://www.youtube.com/watch?v=TbvxRnLayYI"> Late for Exam, Just Stay Calm</a>.” It also partnered with traffic police in cities like Vijayawada, Mangalore, Mysore, Kota to name a few, to drive awareness about road safety with helmet distribution campaigns. To make its women customers feel safer, Rapido masks their phone numbers from its captains. It was also the first bike taxi company in India to introduce insurance for both customers and Captains from Day 1. Rapido is now present in 100 cities serving over 10 million customers with 15 lakh+ registered Captains. It is the 3rd largest ride sharing platform in the country with 10 million transactions a month and has recorded over 25 million app downloads.

Rapido shifts focus to logistics; sees 25% business recovery and aims for 1.5x growth next year over FY20

<ul><li>In 2020, despite the pandemic-induced lockdown bringing mobility services to a complete standstill, homegrown bike-taxi platform <keyword id="3269053" type="PERSON" weightage="20" keywordseo="Rapido">Rapido</keyword> shifted its gears to focus on what’s important. </li><li>It was quick to bounce back as it continued to engage with its customers through digital mediums and by accelerating its logistics business towards providing essential services. </li><li>For 2021, Rapido has earmarked $20M in marketing spends. We caught up with Amit Verma, Head of Marketing, Rapido to further discuss the company's plans for FY22 and how it will go about spending its marketing monnies. </li></ul>Tapping on the scope of growth in the mobility category, Rapido, India’s first and the largest Bike-Taxi platform has earmarked USD 20 million for its marketing activities in 2021. According to PGA Labs, bike taxi service is now a $150 million market, growing at 20% month-over-month. In India, 300 million people commute every day out of which only 1% of bookings happen via apps and only 20% of India owns private vehicles today. It is estimated that bike taxis in India have the potential to create 5+ million livelihood opportunities, generating a revenue of $10 billion. In 2020, after the nation-wide lockdown was lifted and consumers were still concerned about stepping out and using public vehicles, they turned to private vehicle providers like Rapido for safe and secure commutes. Now, as the market has started limping towards normalcy, Rapido is putting its best foot forward to increase brand awareness and acquire new users. Amit Verma, Head of Marketing, Rapido said, “The market is now opening up and the overall number of COVID-19 cases are going down, so we thought now this is the right time that we can increase our spends. We also want to grow 100% maybe in the next 12-13 months. And we have set aside $20 million for marketing in FY22, which will mostly be spent to acquire new users and spread awareness of Rapido as a brand.” Verma said that it was because of Rapido’s marketing efforts that it continued to acquire new users despite a recession. It also decided to pivot its focus on accelerating the existing logistics business model such as delivering essentials at home, supporting the government to resolve supply-chain challenges, etc. As a result, 25% of its business bounced back in June 2020. He said, “Unfortunately, the last financial year started with the COVID-19. The operations came to a halt during those few months and post that, when we started our operations, we were really frugal and trying to optimize our marketing spends. And just because of that, we are focusing on marketing well this year.” From the $20 million marketing budget, Rapido has decided to spend 50% on digital media. “Our lion’s share of the $20 million, around 50-60%, will be spent on digital. A major share within digital will go on performance marketing. Post that, we are going to spend a lot on traditional mediums as well which includes TV, radio and outdoor media because our TG spends a significant amount of time on these mediums. Apart from that, we are putting a lot of focus on improving user experience. So we might do more activities to enhance in-app user experience through brand campaigns and digital activities,” explained Verma. <cmsannotation type="cmsannotation" annotationid="Winning consumers with a bullish marketing campaign" text="Winning consumers with a bullish marketing campaign">Winning consumers with a bullish marketing campaign</cmsannotation> From a rap jingle to partnering with celebrities and other media houses, Rapido tried to woo its customers with one message across all platforms - how Rapido is ensuring safe commutes, which is affordable and accessible in every nook of top 100 cities. Its strategy was multilingual and regional. After securing a leadership position in the Bike-Taxi ecosystem across cities, it is hoping to increase its user base and brand recognition. Walking us through Rapido’s future marketing plans, Verma shared, “There are two things we are planning for next year. First, there will be a few brand campaigns which will focus on polishing the upper funnel, that is, increasing brand awareness and making our brand top of the mind (whether it be aided or unaided recall). That is our first objective. We might do two to three brand campaigns followed by some sustenance campaigns. And apart from that, we're also planning to do quite a few content integrations with content partners like TVF, Pocket Aces, Pocket Media, so that we can keep a continuity alive, and we can engage with our user base as well.” Currently, Rapido’s Creative agency-on-record is Enormous Brands, GroupM will be handling its TV, print and radio and Laqshya Media Group has been awarded brand’s OOH duties. <cmsannotation type="cmsannotation" annotationid="Goals for FY22" text="Goals for FY22">Goals for FY22</cmsannotation> Rapido was growing at around 15% month-on-month for the last 3 years before the pandemic-infused lockdown hit India. It also doubled its presence from 50 cities to 100 in the second half of 2020. Now, it is eyeing to grow by 100%. “If you compare it with pre-Corona, we were doing 10 million rides per month. So for the next 12 to 13 months, we are again aiming 100% growth on that base,” said Verma. Rapido has recorded over 20 million app downloads so far and Verma said that the company will try to double its downloads by the end of FY22.

Exclusive: Rapido earmarks $20 million for marketing in FY22 to gain new users and spread brand awareness

<ul><li><keyword id="3269053" type="General" weightage="100" keywordseo="rapido" source="Orion">Rapido</keyword> has launched a new campaign. </li><li>'Smart ho, toh Rapido’ campaign aims to position Rapido as a customer-centric brand and highlight its key USPs. </li></ul>Rapido has announced its first celebrity campaign ‘Smart ho, toh Rapido.’ Rapido’s strategic objective behind the campaign is to portray itself as a customer-centric brand and educate people about its key offerings and USPs. This is the first time the company has roped in movie superstars to spread awareness about its unique services, intending to strengthen its presence in the market and transform daily commute for the better. Going live from 5th November, the 6-week campaign will run two films each for HSM and Non-HSM markets, directed by Sizil Srivastava (HSM)&amp;Trivikram Srinivas (Non-HSM)and produced by Dream Vault media. Featuring superstars <keyword id="106133" type="General" weightage="80" keywordseo="ranveer-singh" source="Orion">Ranveer Singh</keyword> and <keyword id="17473" type="General" weightage="80" keywordseo="allu-arjun" source="Orion">Allu Arjun</keyword>, the campaign will air on OOH, Radio, TV, and Digital platforms Pan India, focusing on 14 cities. Commenting on the first-of-its-kind announcement, Amit Verma, Head of Marketing, Rapido, said, “We are delighted to introduce our first celebrity campaign with Ranveer Singh and Allu Arjun. Both these brilliant actors will help us seed the idea of using Rapido as an alternative yet regular medium of travel among the masses, ushering in an era of affordable and convenient daily commute”. As a part of the ad campaign, Ranveer Singh and Allu Arjun will entertain their fans by enacting the roles of Babban and Guru, both smart and clever personalities. Their unique and interesting characters will guide the daily commuters, who are fed up with the hassles of traveling via buses/autos, to opt for a smart option like Rapido. The bike taxis offered by Rapido can swiftly cut through the traffic to offer timely, convenient, and pocket-friendly rides. <div type="Youtube" id="bhnlZIs1Ads" title="Rapido Bike-Taxi | Smart Ho Toh Rapido | Ranveer Singh" thumbUrl="https://i.ytimg.com/vi/bhnlZIs1Ads/mqdefault.jpg"></div> <div type="Youtube" id="lyEdUcEa_g8" title="Rapido Bike-Taxi | Smart Ho Toh Rapido | Allu Arjun | Telugu" thumbUrl="https://i.ytimg.com/vi/lyEdUcEa_g8/mqdefault.jpg"></div> Speaking on the campaign, Bollywood superstar Ranveer Singh, said, “I am glad to be associated with Rapido. I really enjoyed collaborating on our first campaign together. It was a delightful experience shooting for this ad film, playing a peculiar character (Babban) who has a unique and original style and persona. Rapido is all set to make waves and I’m happy to contribute my bit in what I’m sure will be a successful endeavor.” “I like to consider myself as a person who knows how to tackle a situation with the best possible solution. That’s why I was excited when Rapido approached me for the role of Guru, which resembles me. What Rapido is doing is quite exceptional and I’m happy to be a part of this campaign, which will help them scale their market presence to new heights,” added Allu Arjun. Rapido's revenue has returned by 85% compared to pre-COVID levels. Post acquiring $52 million funding in August 2021, the company is all set to scale its business operations, including expanding its auto fleet to 5 lakh by the end of 2021.

Rapido launches its first celebrity campaign with Ranveer Singh and Allu Arjun

<ul><li>Rapido’s latest campaign poses questions to users to choose between essential and expendable needs.</li><li>#ZarooriHaiKya campaign aims to drive mindfulness towards the essential services workers at risk during the pandemic.</li></ul>Rapido, bike taxi platform, today 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 like home deliveries, ride-sharing and home services should be used responsibly in the pandemic. It is built as a homage to the efforts of various driving, delivery, and service partners who have been working tirelessly to make sure that 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, calling for a home salon service or ordering unnecessary items like 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 takes a bold stance asking people to step out only when necessary, despite being the largest bike taxi player in the country. <div type="Youtube" id="52KSqOG673A" title="Zaroori Hai Kya?" thumbUrl="https://i.ytimg.com/vi/52KSqOG673A/mqdefault.jpg"></div> Announcing the campaign, Amit Verma, Head of Marketing, Rapido, said, “The idea to do such a responsible marketing campaign stemmed from the consumer behavior 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 also feel responsible for the lives of our Captains and essential delivery partners. As the nation prepares for unlock, 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.” The campaign and storyline were conceptualized in-house, the script was written by <keyword id="2949725" type="COMPANY" weightage="20" keywordseo="Enormous-Brands">Enormous Brands</keyword> and brought to life by a budding production house with new and aspiring talent. The company will also be driving two more shoulder campaigns like a Bahana generator, to generate curiosity and engagement with the users on their social media platforms. Rapido has announced a $20Mn budget for this year’s bullish focus on its marketing efforts. With the second wave of the pandemic continuing to wreak havoc in the country, Rapido wants to do every bit to break the chain, in their own way and help professionals who are putting themselves in harm’s way so that people can lead a comfortable life at home. It could be the driver partners, home service executives, delivery executives, etc. The company recently started a Captain Vaccination Drive in the country where the first camp was held in Chennai through a collaboration with the Chennai City Corporation. It hopes to expand to all the 100 cities Rapido is present in, through more such partnerships soon.

As unlocking begins in most cities, Rapido urges people to step out only when necessary

<ul><li>Delhi HC stays <keyword id="701249" type="General" weightage="50" keywordseo="transport-dept" source="Orion">Transport Dept</keyword>'s notice, saving Ola, <keyword id="1042120" type="General" weightage="80" keywordseo="uber" source="Orion">Uber</keyword>, and Rapido from suspension of ride-sharing services.</li><li>A division bench of Justices Suresh <keyword id="15491952" type="General" weightage="50" keywordseo="kumar-kait" source="Orion">Kumar Kait</keyword> and <keyword id="2581533" type="General" weightage="50" keywordseo="neena-bansal-krishna" source="Orion">Neena Bansal Krishna</keyword> directed the <keyword id="62110" type="General" weightage="100" keywordseo="transport-department" source="Orion">Transport Department</keyword> to refrain from taking any coercive measures against Rapido and other ride-sharing platforms.</li></ul>New Delhi, In a major relief to Ola, Uber, and Rapido, the Delhi High Court on Friday put a stay on the public notice and show cause notice issued by the city Transport Department, halting the ride-sharing platforms. A division bench of Justices Suresh Kumar Kait and Neena Bansal Krishna directed the Transport Department to refrain from taking any coercive measures against Rapido and other ride-sharing platforms until a comprehensive policy is formulated. In February, the app-based aggregators were prevented from plying bike taxis on the road without commercial permits. The Transport Department, ordering an immediate halt to the bike taxi services provided by these platforms, had warned that any violation will result in penal action. The public notice by the Transport Department said that the companies defying the orders will be fined up to Rs 1 lakh, as the use of bikes for commercial purposes violated the Motor Vehicles Act, 1988. Following the High Court decision, Uber has expressed its gratitude towards the court's order providing protection to the company against coercive actions regarding its bike taxi service in the capital city. "We welcome the High Court's order to give Uber protection from coercive action on bike taxis in Delhi. This will bring relief to drivers on our platform whose livelihood had been impacted by the ban as also to the hundreds and thousands of riders who choose to ride on Moto for affordability and last mile connectivity. We are committed to serving the city and being the platform of choice for riders and drivers alike," said Uber in a statement. SEE ALSO: <a href="https://www.businessinsider.in/tech/apps/news/is-whatsapp-secretly-listening-to-your-private-conversations-heres-how-to-check/articleshow/100155980.cms">Is WhatsApp secretly listening to your private conversations? Here’s how to check</a> <a href="https://www.businessinsider.in/tech/news/google-pixel-6a-vs-pixel-7a-smartphone-comparison-with-price-and-features/articleshow/100177889.cms">Google Pixel 6a vs Pixel 7a: Is Google's latest mid-ranger worth the extra ₹12,000?</a>

Relief for ride-sharing platforms as Delhi HC put stays on Transport Department notice

Zepto to Rapido: 10 latest unicorn start-ups in India

<ul><li>Mini apps are a ‘custom-built mobile website’ with the same functionalities as a regular app. </li><li><keyword id="6357120" type="DEFINITION" weightage="20" keywordseo="paytm">Paytm</keyword> is offering no fees currently for developers to list and distribute their apps on the platform.</li><li>Over 300 app-based service providers such as Decathlon, Ola, Park+, Rapido, Netmeds, 1MG, Domino's Pizza, FreshMenu, NoBroker have already joined the program. </li></ul>After reports of Indian startups getting together to launch their own app store to tackle Google’s monopoly, Paytm has now announced that it has launched an Android mini-app store for Indian developers. "I am proud that we are today launching something that creates an opportunity for every Indian app developer. <keyword id="10051089" type="UNKNOWN" weightage="20" keywordseo="paytm-mini-app-store">Paytm Mini App Store</keyword> empowers our young Indian developers to leverage our reach and payments to build new innovative services. For Paytm users, it will be a seamless experience that doesn't require any separate download and enables them to use their preferred payment option,” said Vijay Shekhar Sharma, Founder &amp; CEO, Paytm in a statement. <div type="image" title="Paytm" msid="78485082" hostid="261"></div> Mini apps are a ‘custom-built mobile website’ with the same functionalities as a regular app. It is a hybrid solution between a website and an app. The mini-app store also has its own developer dashboard analytics, payment collection methods, and marketing tools. “Paytm has created the digital infrastructure to enable small developers and businesses to set up low-cost, quick-to-build mini-apps which can be built using HTML and javascript technologies,” said the company. Paytm is offering no fees currently for developers to list and distribute their apps on the platform. According to the company’s statement, over 300 app-based service providers such as Decathlon, Ola, Park+, Rapido, Netmeds, 1MG, Domino's Pizza, FreshMenu, NoBroker have already joined the program. The development comes as many recent moves from Google have put Indian startups in a tough spot. It began with Paytm being removed for a few hours from the Play Store. Google had said that Paytm violated rules regarding fantasy gaming promotions. This was followed by Google rolling out new payment policies where developers would have to pay a <a href="https://www.businessinsider.in/tech/news/google-plans-to-shut-the-loophole-that-lets-netflix-spotify-and-tinder-avoid-paying-its-30-app-tax/articleshow/78383294.cms">30% tax</a> on all in-app purchases and even included entertainment, education, dating, and fitness apps in the list. However, Google has <a href="https://economictimes.indiatimes.com/tech/internet/google-defers-move-to-levy-30-fee-to-april-2022/articleshow/78484208.cms">reportedly </a>deferred this new policy until April 2022. SEE ALSO: <a href="https://www.businessinsider.in/stock-market/news/top-stocks-to-watch-ril-tcs-hcl-tech-hero-motocorp-vedanta-solar-industries-iti-and-others/articleshow/78484703.cms">Top stocks to watch— RIL, TCS, HCL Tech, Hero MotoCorp, Vedanta, Solar Industries, ITI and others</a> <a href="https://www.businessinsider.in/tech/apps/news/paytm-trains-its-guns-on-google-while-the-payments-app-is-back-in-play-store/articleshow/78190088.cms">INTERVIEW: Paytm trains its guns on Google while the payments app is back in Play Store</a>

Vijay Shekhar Sharma fires the shots – Paytm launches its own Android mini-app store to take on Google

New Delhi, June 8 (IANS) Bike-taxi service provider Rapido on Monday said it has resumed normal operations in close to 100 cities in India following the new guidelines announced by the government for unlock 1.0. Resuming these operations will bring relief to driver partners who are solely dependent on the bike taxi service for their daily income and livelihood, the company said in a statement. "Being the most affordable, convenient and accessible last-mile connectivity option for millions of users, we are geared up to ensure the safety and protection of our customers as well as our Captains (driver partners). We will be closely monitoring the adherence of all mandatory and hygiene guidelines issued by the authorities by all our stakeholders," the company said in a statement. Captains or drivers need to install the Aarogya Setu app before they go on-duty to start accepting orders and have been asked to wear a mask at all times as well as carry sanitizers, hair net in addition to the mandatory helmets. Captains are also asked to maintain personal hygiene and sanitise their bikes at regular intervals, especially sanitise the pillion seat before on boarding customers. Meanwhile, after every ride, customers can give feedback about wearing a mask or captains not using sanitizer. --IANS wh/na

Bike taxi booking app Rapido resumes operations in 100 cities

<ul><li>YouTube today released the year 2021’s top 10 most-watched ads in regional languages. </li><li>The annual regional ads leaderboard features ads across six languages – Marathi, Telugu, Bangla, Punjabi, Tamil, Kannada – and represents a mix of both national and regional marketers across industries. </li><li>This listing reinforces the increasing adoption of digital by brands to engage with this large and growing consumer base to unlock growth.</li></ul>YouTube today released the year 2021’s top 10 most-watched ads in regional languages. The annual regional ads leaderboard features ads across six languages – Marathi, Telugu, Bangla, Punjabi, Tamil, Kannada – and represents a mix of both national and regional marketers across industries. With nearly half of all India internet users preferring content exclusively in regional languages, YouTube is the number one platform for accessing videos in regional languages. This listing reinforces the increasing adoption of digital by brands to engage with this large and growing consumer base to unlock growth. <keyword id="2097999" type="General" weightage="20" keywordseo="sapna-chadha" source="Orion">Sapna Chadha</keyword>, VP, Marketing, India &amp; South East Asia, <keyword id="6355629" type="General" weightage="20" keywordseo="google" source="Orion">Google</keyword>, said, “With the rapid expansion of internet users over the past few years, YouTube is helping connect viewers to a diverse tapestry of helpful content. One of the hallmarks of this is the variety of languages users access content in. Today, an overwhelming 93 per cent of YouTube viewers prefer to watch content in an Indic language of their choice. Increasingly, brands are responding to the importance of their consumers’ language preferences and creating engaging advertising in these to enhance their connect. In prioritizing for language, businesses are thus not just creating customer delight but also achieving better business outcomes.” Describing the thinking behind the Bengali language ‘Live Life in Colour’ series for Sunlight, Nitish Bhalotia, GM Fabric Cleaning, <keyword id="44863" type="General" weightage="20" keywordseo="hul" source="Orion">HUL</keyword>, said, “With a legacy of over 125 years, Sunlight is an immensely loved brand in West Bengal, where almost 8 out of 10 households purchase it during the course of a year. With our new purpose – encouraging people to “Live Life in Colour – we decided to launch a series of YouTube-only music videos during the most important moments of the Bengali festive calendar. The first was the Jiboner Rong campaign during the Pujos in 2020, and its enormous success led us to launch Boishakhi Rongeen during Poila Boishakh (Bengali New Year). For both these films, we worked with well known and new talent from the Bengali film and creative industry and the content became viral in no time. More than the numbers, we received immense love from consumers who appreciated us capturing the essence and spirit of Bengal with visual storytelling, music, and colour. Not surprisingly, post these campaigns, there’s been a sequential improvement in sales growth, market share, and in the number of households buying Sunlight.” Speaking about their campaign, <keyword id="193324" type="General" weightage="20" keywordseo="vineet-sharma" source="Orion">Vineet Sharma</keyword>, Category Director-Mountain Dew® &amp; Sting®, <keyword id="110163" type="General" weightage="20" keywordseo="pepsico-india" source="Orion">PepsiCo India</keyword>, said, “With the increasing digitization and smartphone adoption, there is an appetite for regional content and that has given brands an opportunity to connect with their audience in their preferred language across different markets. With localized creative storytelling, we focused on creating a consumer connection with our regional audience and increase brand relevance in our core markets. Sting’s association with YouTube has helped us amplify messaging effectively and the success of Energy Bole Toh Sting campaign is reflective of the brand love and impactful consumer engagement through local storytelling.” YouTube’s Most-watched Regional Language ads in 2021 Mumbai Indians Aaplya Family Cha | Official Marathi TVC Brand: Mumbai Indians Language - Marathi Views: 661,156 <div type="Youtube" id="dkhw39Zm6MM" title="Mumbai Indians Aaplya Family Cha | Official Marathi TVC" thumbUrl="https://i.ytimg.com/vi/dkhw39Zm6MM/mqdefault.jpg"></div> Rapido Bike-Taxi | Smart Ho Toh Rapido | Guru at a Salon | Allu Arjun | Brand: Rapido Bike - Taxi Language - Telugu Views: 1,230,759 <div type="Youtube" id="YU7oOKj7cUQ" title="Rapido Bike-Taxi | Smart Ho Toh Rapido | Guru at a Salon | Allu Arjun | Telugu" thumbUrl="https://i.ytimg.com/vi/YU7oOKj7cUQ/mqdefault.jpg"></div> Sunlight Boishakhi Rongeen Brand - SVF Language - Bangla <div type="Youtube" id="TmEq0B_mGJk" title="Sunlight Boishakhi Rongeen(বৈশাখী রঙিন)|Dhrubo Banerjee |Ushashi |Alaknanda |Adrija |Amit-Ishan |SVF" thumbUrl="https://i.ytimg.com/vi/TmEq0B_mGJk/mqdefault.jpg"></div> Sting Brand - Sting Energy Drink India Language - Punjabi Views - 3,766,070 <div type="Youtube" id="MizPsSeozkQ" title="Sting TVC Punjabi 2021" thumbUrl="https://i.ytimg.com/vi/MizPsSeozkQ/mqdefault.jpg"></div> TUCKER MASALA Brand - Tucker Masala Language - Tamil Views - 1,066,181 <div type="Youtube" id="jF92rXEnn9c" title="TUCKER MASALA | டக்கர் மசாலா - TVC - Jingle" thumbUrl="https://i.ytimg.com/vi/jF92rXEnn9c/mqdefault.jpg"></div> Kasha astat hya bayka | Cottonking | Bhau beej Brnad - Cottonking Official Language - Marathi Views - 533,885 <div type="Youtube" id="2zW1z081xgQ" title="कशा असतात ह्या बायका | Kasha astat hya bayka | Cottonking | Bhau beej" thumbUrl="https://i.ytimg.com/vi/2zW1z081xgQ/mqdefault.jpg"></div> Prepare for JEE/NEET with Sri Chaitanya’s expert faculty on <keyword id="18635" type="General" weightage="20" keywordseo="amazon" source="Orion">Amazon</keyword> Academy Brand - Amazon Academy Language - Telugu Views - 559,015 <div type="Youtube" id="OHv9NtY_2dA" title="Prepare for JEE/NEET with Sri Chaitanya’s expert faculty on Amazon Academy (Telugu)" thumbUrl="https://i.ytimg.com/vi/OHv9NtY_2dA/mqdefault.jpg"></div> Circle of Life - A Pavement Dweller's Journey for Identity | Beyond Banking | Equitas Bank Brand - Equitas Small Finance Bank Language - Tamil Views - 328,147 <div type="Youtube" id="8-bp73VseoY" title="Circle of Life - A Pavement Dweller's Journey for Identity | Beyond Banking | Equitas Bank" thumbUrl="https://i.ytimg.com/vi/8-bp73VseoY/mqdefault.jpg"></div> What is the true Taste Of Success for Sonu Sood? Brand - Royal Green Language - Telugu Views - 511,551 <div type="Youtube" id="DGXZQ69WeaA" title="What is the true Taste Of Success for Sonu Sood? - Telugu" thumbUrl="https://i.ytimg.com/vi/DGXZQ69WeaA/mqdefault.jpg"></div> Ola Autovina Home Delivery! Brand - Ola Language - Kannada Views - 295,751 <div type="Youtube" id="42NdA4O4QKk" title="Ola Autovina Home Delivery! | Kannada Brand Film | ಓಲಾ ಆಟೋನ ಹೋಂ ಡೆಲಿವರಿ" thumbUrl="https://i.ytimg.com/vi/42NdA4O4QKk/mqdefault.jpg"></div>

Here are 2021’s most-watched regional language ads on YouTube

<ul><li>The <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) every year brings with it an advertising extravaganza where brands try to come up with communications that stand out in the clutter.</li><li>To shine the spotlight on some of the best work brands are coming up with throughout the season, we will come up with a weekly list of ads.</li></ul>It’s been more than a week since Indian Premier League (IPL) kicked-off its much talked about season. Launched in a different format this year with no in-stadium audience, IPL has been a somewhat different experience so far. What hasn’t been much different however, is the advertising extravaganza that has just started. Owing to the fact that year after year, IPL has given brands a platform to advertise and connect with millions of viewers, this year too, brands are going all-out to create ads that will help them engage with a wide set of audience. While there have been many who have been talking about the quality of ads that have come out of the league so far, the league has just started. Most experts expect we will soon start seeing more brands coming up with ads that create an impact. Meanwhile, to join in on the fanfare, we thought it would be a good idea to showcase a few campaigns that standout every week. Here are our top picks for the last week: 1. <keyword id="6214644" type="UNKNOWN" weightage="20" keywordseo="Dream11">Dream11</keyword> <div type="Youtube" id="4rEekXHvwK0" title="Dream11: Yahan sab same hai, #YeApnaGameHai" thumbUrl="https://i.ytimg.com/vi/4rEekXHvwK0/mqdefault.jpg"></div> 2. <keyword id="6358977" type="UNKNOWN" weightage="20" keywordseo="swiggy">Swiggy</keyword> <div type="Youtube" id="LBmElWEum44" title="Trusted by uncle ji and 1 crore plus Indians. Swiggy- what a score!" thumbUrl="https://i.ytimg.com/vi/LBmElWEum44/mqdefault.jpg"></div> <div type="Youtube" id="dPrN8kNUcPo" title="And that's clearly swung the match! Get big discounts with Swiggy Matchday Mania. Order Now!" thumbUrl="https://i.ytimg.com/vi/dPrN8kNUcPo/mqdefault.jpg"></div> 3. CRED <div type="Youtube" id="iW63vNsF8ck" title="Not everyone gets it | CRED | Anil Kapoor" thumbUrl="https://i.ytimg.com/vi/iW63vNsF8ck/mqdefault.jpg"></div> 4. Khatabook <div type="Youtube" id="AoHYVfxfPvA" title="Bina Maange Udhaar Waapas!" thumbUrl="https://i.ytimg.com/vi/AoHYVfxfPvA/mqdefault.jpg"></div> <div type="Youtube" id="ZzhhL2tNP5k" title="Hisaab Daily Ab Automatically!" thumbUrl="https://i.ytimg.com/vi/ZzhhL2tNP5k/mqdefault.jpg"></div> <div type="Youtube" id="5MWZtx3EPMw" title="Har QR Ka Hisaab Yahaan!" thumbUrl="https://i.ytimg.com/vi/5MWZtx3EPMw/mqdefault.jpg"></div> 5. Wakefit <div type="Youtube" id="ZkoCG-W95rc" title="Watch Cricket Like a King with Wakefit Furniture | Artist Babloo ft. Vijay Raaz | Wakefit" thumbUrl="https://i.ytimg.com/vi/ZkoCG-W95rc/mqdefault.jpg"></div> <div type="Youtube" id="rEhCVGNdR78" title="Get Made In India Furniture Assembled At Home | Cricket 2020 | Artist Babloo Ft. Vijay Raaz |Wakefit" thumbUrl="https://i.ytimg.com/vi/rEhCVGNdR78/mqdefault.jpg"></div> 6. <keyword id="6354576" type="COMPANY" weightage="20" keywordseo="facebook">Facebook</keyword> <div type="Youtube" id="7czHNAczHgs" title="Facebook: Jersey" thumbUrl="https://i.ytimg.com/vi/7czHNAczHgs/mqdefault.jpg"></div> 7. <keyword id="3269053" type="PERSON" weightage="20" keywordseo="Rapido">Rapido</keyword> <div type="Youtube" id="MkKwT9EE_jg" title="Rapido I Captains Of Tomorrow" thumbUrl="https://i.ytimg.com/vi/MkKwT9EE_jg/mqdefault.jpg"></div>

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