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.