Mumbai, April 29: redBus, the world’s largest online bus ticketing platform, has launched ‘Aai Shappath’ films under the existing Maharashtra-focused campaign ‘Majhi Bus, Manjhe redBus’, positioning it as the go-to choice for everyday travel. The campaign coincides with the summer travel surge tapping into strong intercity connectivity. Through humour and relatable moments, it showcases passenger-first features such as booking in Marathi, free bus date changes, bus photos and ratings, and in-app discounts that add value to everyday travel.
Rooted in authentic Marathi experiences, the campaign unfolds through four films under the creative route ‘Aai Shappath’, and will be delivered through a series of ad films. A widely used colloquial expression in Maharashtra, ‘Aai Shappath’ is often invoked to emphasise honesty or conviction in everyday conversations. redBus leverages this cultural cue as a distinctive creative device across the films, using it to trigger a humorous and memorable narrative reveal. The route highlights ease of use and inclusivity through key product features. The campaign is set to roll out across leading Marathi television channels, alongside a strong digital presence on YouTube, Instagram, and OTT platforms such as JioHotstar.
The ‘Aai Shappath’ ad films focus on inclusivity and accessibility, showcasing how the platform caters to diverse travel needs through its features. Each film opens in settings such as a bus, bus stand, or a bus ticket booking point, before transitioning into product demonstration. Across the films, a recurring visual device adds a distinctive and clutter-breaking layer to the storytelling. In moments where the protagonist exclaims “Aai Shapath,” the mother appears unexpectedly, creating a humorous and memorable reveal that ties back to everyday Marathi expressions and cultural familiarity. This device not only enhances recall but also reinforces the local authenticity of the narrative.
Each film brings out key aspects of planning and managing travel through features such as booking in Marathi, free bus date change, bus photos and ratings and discounts; reinforcing convenience, flexibility and informed choices for a wide set of travellers.
Pallavi Chopra, Chief Marketing Officer, redBus commented:
“redBus’ regionification-led approach brings everyday travel stories to life in a way that feels local and authentic, shaped by language, culture, and everyday interactions. Our Aai Shappath ad campaign highlights key aspects of our offerings, including bus ratings and photos, value-led pricing, flexibility, and regional language access, making bus travel more relevant and accessible for users across Maharashtra.
Intercity travel across Maharashtra is driven by frequent, everyday journeys, often shaped by spontaneity and familiarity. With this campaign, we are tapping into this behaviour to reflect how people actually plan and experience travel across the state.”
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