Even crowded lanes cannot deter bike taxi Rapido from offering best services, says new campaign

The film, launched on the company’s social media handles, talks about how Rapido Captains can even ace through the crowded ubiquitous lanes of India to reach their riders safely and on time to the desired destination.

The message is driven through a story how a captain of one of the teams playing a tournament held between residential buildings is helped by Rapido to arrive on time by taking him through the fastest route possible.

The jingle, Rap Rap Rapido, runs through the action in the film, performed in a street hip-hop style.

Amit Verma, Head of Marketing, Rapido, said, “Love for gully cricket runs through the country and we wanted to highlight how Rapido is also part of that gully ecosystem now. The film builds on the passion of cricket and rap music - both having their roots in the Gully culture, amongst the youth in the country. With its ease of availability, convenience and affordability, Rapido is the perfect mobility partner to take you from your gully to your destination.”

The idea was conceptualized by Rapido and brought to life by Magix Engage.

The rap is performed by Piyush Ambhore, with lyrics from Chinmay Deshpande and music by Mannan Munjal.

The campaign has two sub campaigns parallelly running on the company’s social media channel, with a focus on Gully Stars and Gully Cricket Rules.

Gully Stars, according to the company, is a tribute to the legends who started their journey from the gully, such as  former India captain MS Dhoni or pacer Hardik Pandya, to name a few.

The company also said that aligning with the IPL schedule (until November 10), Rapido will change the colour of its bike phantom in the app to represent the teams playing the match every day.