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
#TheOtherSide: A Viral Campaign For SOS Children’s Villages, That Drove 32 Lakhs in Donations & 11M Impressions
#TheOtherSide: A Viral Campaign For SOS Children’s Villages, That Drove 32 Lakhs in Donations & 11M Impressions About the Brand Global Legacy: Founded in 1949, active in 136 countries, caring for 25,000+ children in India. Family-Centric Approach: Pioneers of...
The Hosteller Backpacker Chains 62.6% Organic Surge in Conversions Within 3 Months
The Hosteller Backpacker Chains 62.6% Organic Surge in Conversions Within 3 MonthsAbout the Brand The Hosteller, a leading and renowned hospitality brand in India, offering affordable and unique accommodations, including hostels, backpacker hotels, and boutique...
1.5M+ Views On UGC Reels Produced In-House For Sandwizzaa, Umed Mart, Just In Time, Jio Dive– Scripting | Shooting | SM Promotions
1.5M+ Views On UGC Reels Produced In-House For Sandwizzaa, Umed Mart, Just In Time, Jio Dive– Scripting | Shooting | SM PromotionsIntroductionIn the fast-paced digital marketing world, the demand for authentic, human-centric content has surged. At DigiChefs, we...
Thinking Lab
Create Engaging Social Media Content | Tips by DigiChefs
How to Create Engaging Social Media Content Introduction Hello, social media wizards! The scroll is real and fast. If your post doesn’t capture attention in seconds, it’s lost in a sea of memes and trendy sounds. So, how do you stand out? It all comes down to social...
Boost Your Strategy with Cross-Channel Marketing | DigiChefs
How Cross-Channel Marketing Can Boost Your Overall Strategy In the race to stand out online, many brands spend thousands on SEO, paid ads, social media, email campaigns, and content marketing. But these efforts tend to function in silos, with teams operating in...
AI-Powered Digital Marketing – Hype vs. Reality
Introduction AI is everywhere in digital marketing. From AI-powered content creators to automated ad optimisers, every tool claims to be a game-changer. But let's be honest: does artificial intelligence for marketing genuinely revolutionise the industry, or is it just...
