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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

Objective

Awareness

Category

Travel & Hospitality

Case study subject

App Launch

Medium

Instagram

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.

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