1.2M+ Reach & 750K+ Engagements: Launching the Yatri App with the Award-Winning Campaign #BeReadyWithYatri
About the Brand
Yatri App, developed by Central Railways, revolutionizes commuter experiences with real-time updates, ticket booking, and route planning. Serving millions of daily passengers, the app provides instant information on train schedules, delays, and platform changes. With user-friendly features, Yatri enhances convenience and efficiency for Mumbai’s bustling rail network
Awareness
Travel & Hospitality
App Launch
Delivery Overview
The app was being launched in a category where a competitor like M-indicator was already a well-known name. The main challenge was to make the app stand out within a limited budget.
We created a campaign called #BeReadyWithYatri involving social & influencer elements.
-
App Feature-Centric Content: Talking about how the Yatri app is different from pre-existing apps in terms of features, accuracy of the information, live updates, etc.
-
AR Filter to Gamify: Engaging users with a relatable Mumbai-themed gesture-based QnA filter to make the Yatri app, a Mumbaikar’s favorite.
-
Influencers to Amplify: Using local micro & nano influencers with unique content delivery styles (comedy sketches, rap songs, explainer videos, etc.) to bring out authenticity in communication instead of a templatized approach.
Impact
The campaign exploded to a massive level and was a smashing success. The campaign statistics are as follows:
- The total impressions were over 1.2M.
- We reached a total of 618K unique accounts.
- We received a total engagement of over 750K.
One of the content pieces, a rap song became so popular that it was featured on Zee Marathi News.
Speak With Our Experts To Know More About This Case Study
Most Popular Case Studies
Our creative impact on MOM’s 2025 digital brand journey
Meal Of The Moment Creative Showcase About the Brand Ghar wali feeling with #MOMKaKhana! MOM (Meal Of The Moment) brings the soul of Indian household kitchens to modern mealtimes. Inspired by timeless home recipes, MOM offers ready-to-eat meals and tasty snacks that...
Nutrihance – Creative Showcase
Jubilant Nutrihance – Creative ShowcaseAbout the Brand Jubilant Nutrihance is a premium Indian health and wellness brand redefining daily wellness through science-backed, vegetarian, and sugar-free supplements. With thoughtfully-blended products like its Protein...
Creative Showcase: #HaltAndLearn Parody Podcast Series for Lupin Pharma Sunhalt Gold
Creative Showcase: #HaltAndLearn Parody Podcast Series for Lupin Pharma Sunhalt GoldAbout the Brand Backed by Lupin Pharma, Sunhalt Gold is redefining sun protection with advanced UV defense solutions that go beyond the ordinary, tested by top dermatologists. As a...
Thinking Lab
Top 25 Creative Agencies in India Setting the Standard in 2025
In 2025, creativity is the fuel that powers brand growth. From shaping brand identity to telling stories that connect with audiences, the right creative advertising agency can be the difference between blending in and standing out. India’s creative landscape is...
Top 25 Digital Marketing Agencies for Your Brand in India for 2025
In 2025, digital brands don't just survive; they lead the way. The key factor that differentiates a brand that scales from one that struggles is its digital marketing partner. From building a strong online presence to running performance-driven campaigns, the right...
7 Types of Thin Content You Should Replace Immediately for Better Engagement
In today’s search landscape, content quality is non-negotiable. Google has become highly skilled at identifying whether a page truly helps users or simply exists to fill space. Thin content pages with little substance, duplicate or auto-generated text, or overly...