RedBus Celebrates Father & Daughter Relationship

As India enters the phase 3 of the unlock process a lot of people who had come home during the onset of lockdown are now returning back to their place of work, keeping the situation in mind redBus is out with a new ad portraying a similar situation where a young woman is making a comeback journey to her place of work. The ad has been conceptualized by McCann WorldGroup and is a comparison between two situations, where once the daughter, when she was young, had asked her father not to leave for work, and now when the father is aged is concerned about his daughter traveling for work in a different city.

The ad also focuses on the brand’s new initiative called the redBus Safety+ program, which emphasizes on bus sanitization. Masks and thermal checks are made compulsory in the buses including the hand sanitizers, which will be made available for all the passengers.  A note from redBus says that the best way to sail through, in this hour of crisis is to undertake all the necessary precautions and carry out all possible measure that is needed to ensure a safe ride for all the passengers. In a situation when the number of people getting affected by the virus is increasing day by day despite the lockdown measures, traveling to places can indeed be a matter of concern. As per Sambit Mohanty the creative head (South), of ), McCann, the journey is not only about moving between two different places, but it has in itself an underlying purpose and emotion.

“redBus, as a brand, is all about enabling these journeys and human connections. We wanted to reassure bus travelers that redBus’s Safety+ program is in place to enable safe bus journeys, and the father-daughter story was used to convey the same,” he mentions.

Dileep Ashoka, EVP (South), McCann, explains that the agency has been in partnership with redBus for the last few years, and the upward trajectory of the journey has been broken for the first time with the onset of the pandemic.

“Being in the businesses of facilitating life’s journeys, and the custodian of the online bus ticketing category, we felt the imperative to comfort customers by making travel safe in these uncertain times. The story narrative seeks to demonstrate and reaffirm this,” says Ashoka.

While mentioning the script, director Puneet Prakash explains that what attracted him the most about the concept was the child’s innocence and the relatability of the story in these trying times. He adds that love and concern remain the same, but the roles of parents and kids change.

“This pandemic has made all of us realize how precious life is, and how important it is to keep our loved ones safe. I think just like this film, every family must have had a similar conversation in their houses. We wanted to portray a pan-India connect with this story,” Prakash says.