This presentation is about the social media campaigns used by the Ola to capture the market.

1. SOCIAL MEDIA CAMPAIGNS
By Himani Gera

2. INTRODUCTION
Indian-origin online transportation network company developed by ANI Technologies Pvt. Ltd
As of May 2019, Ola was valued at about $6.2 billion
Founded on 3rd December 2010 as an online cab aggregator in Mumbai, and is now based in
Bangalore
Founder: Bhavish Aggarwal
In March 2014, Ola Cabs acquired Bengaluru based taxi service TaxiForSure
Acquired struggling food tech company Foodpanda on December 2017
In April 2018,Ola made its second acquisition with Ridlr (formerly Traffline), a public transport
ticketing app

3. SWOT ANALYSIS
STRENGTH WEAKNESS
OPPORTUNITY THREAT
First Mover Advantage
Product Line
Technology
Strong Brand Name
Low Investment
Dynamic Pricing
No Control over Drivers
Fake Rides
Weak Support
Dependence on Internet
Market Segment
Increasing Internet Penetration
Poor Government Transport
Wider Market
Government Regulations
Competition
Customer Satisfaction

4. #FarakPadtaHai
Ola came up with the campaign called #FarakPadtaHai,
which is an initiative to reduce the traffic, carbon
footprint and encourage the carpool.
As part of this campaign, Ola is launching a week-long
offer, starting June 5th where commuters can book
free rides from mass transit locations such as metro
stations, railway stations, and bus stops across top 7
cities i.e. Delhi, Mumbai, Pune, Bengaluru, Chennai,
Hyderabad, and Kolkata.
#FarakPadtaHai campaign got millions of likes and user
comments and got a trend on twitter. Also got 2.3
Million views on youtube.
The uptake for Ola Share has gone up to as much as
70% from mass transit hubs in top 7 cities with
Bengaluru, Chennai, Mumbai, Kolkata, and Pune
registering the maximum adoption, followed by
Hyderabad and Delhi. #FarakPadtaHai has driven
massive uptake in smaller cities too; Guwahati, Jaipur,
Chandigarh, and Ahmedabad are clocking in 60% more
Ola Share rides as compared to last year, and tier 3
cities like Raipur, Ranchi, Kanpur, and Dehradun have
also joined the movement with more and more
commuters opting for shared rides

6. #GhoomoResponsibly
Ola Cabs partnered with the state tourism departments of these seven Indian states, Maharashtra
Tourism Development Corporation (MTDC), Department of Tourism Kerala, Andhra Pradesh Tourism
Development Corporation Ltd, Tourism Corporation of Gujarat Ltd (TCGL), Rajasthan Tourism
Department, Assam Tourism Department, and Karnataka State Tourism Development Corporation
(KSTDC).
Ola brought in celebrity social media influencer, Shehnaz Treasurywala, to preach their message for
Ghoomo Responsibly, of preserving the heritage and natural beauty of tourist spots and destinations.
With Ola Outstation, their inter city cab service, Shehnaz Treasurywala visited 21 less travelled
destinations across the seven states in 14 days, speaking to tourists at every destination, and
spreading the word.
Ghoomo Responsibly received considerable coverage among many news publications, and drove
conversation on social media with many ministers from the respective State Tourism Departments
expressing their support towards the campaign.
Ghoomo Responsibly reached more than 5 million users on Facebook & Instagram.
Total hashtag impressions on Twitter were observed at 93.6 million, with total hashtag mentions
peaking at 5145.

8. #PeekeMatChala
On the Christmas night, there are strange series of tweets coming from ola accounts.People
trolled Ola account and on that single day, later it turned out neither Ola hadn’t been hacked,
nor the intern hadn’t had too much to drink on Christmas night. Around two hours after the
initial tweet, Ola revealed that the series of tweets had been a hoax to raise awareness
about drunk driving. Ola got 8,30,00 new followers on twitter by doing this. It was the one
of the successful campaign of the Ola with the tagline “Peeke mat chala ”, which is also
promoted on the platform AIB

10. CONCLUSION
Ola Cabs’ topical and continuous use of the
hashtag has enabled it to become one of the
most well known radio cab brands on social media
according to a report by Simplify360.
Along with catchy hashtag campaigns, their
associations with popular events is also another
reason for their high popularity among social
media users. For example, Ola ran the
#AccesstoArmin campaign during Armin van
Buuren’s performance at this year’s A State of
Trance. Another hashtag is the cheeky
#ChaloNiklo campaign, which was launched earlier
this year.
The company has also been associated with
Twitter Meet ups, which seems to have added to
awareness among the more digitally savvy TG.
Similar campaigns (with special discounts) have
also been carried out for World Yoga Day, World
Environment Day, etc. All this has led to Ola
receiving 39 per cent share of voice; just behind
leader Uber, whose SOV stands at 44 per cent.