The digital marketing campaign aimed to introduce the carpooling service Carpool by Meru across India to change travel habits. Key objectives were to raise awareness of carpooling benefits and increase registrations. The communication strategy launched the hashtag #DilKaDarwazaKholo ("Open your heart's door") on Facebook and Twitter. Contests and engaging content promoted the hashtag and encouraged registrations. The campaign reached over 10 million people through social media outreach and digital channels like the app, website, emails and SMS. It successfully grew the user base and engagement with Carpool by Meru.

1. Digital Marketing Campaign
by

2. CORE INSIGHT
• Meru is a pioneer in the radio taxi industry and Carpool by
Meru is yet another initiative to reach out to more consumer
needs
• Carpool essentially helps people traveling through the same
route to share their ride
• Carpool focuses on helping people across India use their
cars, share experiences together, do their bit towards the
environment and get rid of the everyday travel issues like
parking, traffic, rising fuel prices etc, thereby changing the
way we all travel each day!

3. BRAND OBJECTIVE
Introduce the concept of carpooling across India, bringing
about a MindShift in the way people currently travel, driving
awareness on the benefits of Carpooling and increasing
registrations for ride owners and riders

4. COMMUNICATION STRATEGY
#DilKaDarwazaKholo
Help India realise the need to open their heart to
others by sharing a ride

5. #DilKaDarwazaKholo
Carpooling is beyond simply sharing a ride with fellow city
travelers. It is about opening your heart to a new way of traveling
and doing your good deed of the day!
When was the last time you helped a pedestrian in need of a
ride? When was the last time you considered saving your
surrounding from the rising pollution and traffic issues? When
was the last time you considered saving time & money for
yourself & your fellow city travelers? Ride with Carpool by
Meru and #DilKaDarwazaKholo!

6. FACEBOOK

7. ACTIVITIES COVERED
• Introduced and spread awareness about Carpool by Meru
• Launched the hashtag #DilKaDarwazaKholo
• Covered carpooling benefits from a ride-owner’s perspective
• Contests for introducing & promoting the hashtag
• Content encouraged users to download the app & register for
carpooling

8. Phase 1 - PRE-BUZZ
• Introduced the concept of carpooling to our users
• We explained the various reasons why one should
carpool and thereby lead them to register their vehicles
for this service
• A focus on Ride-owners help increase registrations

9. Prelaunch Teaser
Total Interactions: 1659

10. Comments: 151
Likes: 11393
Total Interactions: 11575
Launch Day
INTRODUCTORY POSTS

11. Launch Day
INTRODUCTORY POSTS
Total Interactions: 8229 Total Interactions: 37

12. Offer Related
INTRODUCTION + PAYTM OFFER PROMOTION
Comments: 16
Likes: 4461
Shares: 45
Total Interactions: 4522
Comments: 151
Likes: 11393
Shares: 31
Total Interactions: 11575

13. Themes to encourage
RegistrationsENCOURAGING REGISTRATIONS WHILE HIGHLIGHTING BENEFITS
Make new friends Reduce parking issues Help others

14. Themes to encourage
RegistrationsENCOURAGING REGISTRATIONS WHILE HIGHLIGHTING BENEFITS
Save the environment Save MoneySave the environment

15. Testimonials

16. Phase 2 - HASHTAG LAUNCH
• We launched the hashtag, #DilKaDarwazaKholo, with a Facebook
and Twitter Contest to increase instant awareness
• The Contest helped increase awareness and educate people on
Carpooling
• Contest Idea: Users had to tag any 5 of their friends whom they’d
love to carpool with, while also telling us why carpooling is the way
to go!

17. HASHTAG LAUNCH
Total Reach: 2,164

18. Phase 3 – Topical Content
World Car Free Day World Heart Day
Keeping engagement rolling, we picked up trending topics and created
content around it

19. STATISTICS - Facebook
Talking About 16,470
Total Fans 148,345
Engagement Ratio 11.10%
Total Interactions 26,117
Post Reach 254,501
Average Reach via Posts (Total Reach/
FB Posts)
9,426

20. WHAT WORKED - Facebook
• A distinct visual and engaging identity for Carpool by Meru lead to
an increased awareness on the benefits and offerings of Carpool
• Registrations for the service saw a healthy increase via social
media, through organic and media efforts, through engaging content
and creatives, along with consistently driving the benefits of
Carpooling
• The usage of a contest to kickstart the campaign communication,
#DilKaDarwazaKholo helped drive a direct connect between Meru
and their new service, Carpool by Meru

21. TWITTER

22. ACTIVITIES COVERED
• Launched & spread awareness about Carpool by Meru
• Interacted with influencers, users and celebrities to educate and
create a demand for Carpool
• Made #DilKaDarwazaKholo trend across India, giving it higher
outreach
• Created awareness amongst celebrities using #CarpoolCelebCrew,
again trending across the city

23. Sample Tweets

24. Engagement with trending
hashtags

25. #DilkaDarwazaKholo
CONTEST OBJECTIVES
• To launch our campaign, #DilKaDarwazaKholo, and highlight
the need to share rides to those around you
• To educate people on what Carpool by Meru is
• To drive awareness and registrations amongst ride
owners and riders

26. Contest Tweets

27. PARTICIPANT TWEETS

28. HASHTAG TREND - Twitter
The hashtag trended in India for over 2
hours. This was possible as we were
able to get an average of 8 Tweets per
user which thereby led to them staying
hooked to our page and respond to all
our tweets.

29. CONTEST STATISTICS
Total Tweets 1,703
Total Reach 213,101
Total impressions 1,826,015

30. #CarpoolCelebCrew Contest

31. Contest Tweets

32. Contest Tweets

33. Hashtag Trend
Hashtag and handle both trended in Mumbai (Trendsmap)

34. Statistics

35. WHAT WORKED - Twitter
• Increase in interactions: Once we introduced the hashtag through
the contest, we have substantially increased the interactions on our
handle
• Contests Trended organically: The hashtag successfully trended
in India with over 1700+ Tweets. #CarpoolCelebCrew too trended
with over 1500+ Tweets
• Increase in hashtag awareness: As the main objective was to get
the word out about the campaign, we were able to build a recall
value of #DilKaDarwazaKholo
• Tweeting to Trending Hashtags
Witty use of the trending hashtags led to increase in awareness and
cross-promotion by brands like HP India and Quikr etc.

36. Digital Outreach

37. Website Banner
Website Banner 1
www.merucabs.com
Website Banner 2
www.merucabs.com

38. In-App Banner
In-App Banner 1
7 Lac User Base
In-App Banner 2
7 Lac User Base
In-App Banner 3
7 Lac User Base

39. Emailers
Emailer 1
6.4 Lac User Base
Emailer 2
6.4 Lac User Base
Corporate Emailer
Shared with HR Managers at
MNCs

40. SMS Push to Existing Users
SMS Push to:
• Users who didn’t update the app and don’t have access to Carpool feature
“Update the app & check out the new service, Carpool by Meru. Register
your car & get Rs.50 on completing the 1st ride.”
• Users who updated the app and have access to Carpool
“Get up to Rs.450 by offering rides on Carpool by Meru.
Get your car registered & start carpooling!”

41. CAMPAIGN SUMMARY
Particulars Details
Social Media Outreach 6.6 Million
Digital Outreach 3.5 Million
Total Outreach 10.1 Million
Impact of Carpool by Meru in 2 months:
• 3x user growth MoM for the Application
• + 11% sustained engagements related to Carpool by Meru
• People have been MindShifted towards taking Carpools in
India!

42. THANK YOU
Follow the journey:
www.facebook.com/merucabs
www.twitter.com/merucabs
www.instagram.com/meru_cabs