Client Brief

Chalo is a tracking (and ticketing) app that lets the commuter know where their bus is. While in the mega metros, time is money and the time saving advantage of the app is a strong enough proposition - we noticed that in the smaller towns, saving time is not as big a benefit.

We had to come up with different value proposition, more than just saving time, and build a campaign around it. 


Every minute has a moment hidden in it. Thats the insight we worked with.  We raised the advantage of saving a few of minutes before going to the bus stop to the benefit of special moments that those minutes can give us. Thats how our idea came about:

'Kuch Pyare Pal Churao'

This came alive through a 3 film and social media campaign. 



The campaign reached 17.4 million people, engaged 7.9 million people, and generated 981K app downloads (4-week Organic Retention) increased from 33% to 36%.

Before the campaign, the average monthly active users were 4 million and it went up to 6.1 million during the campaign period.   



  1. Mumbai



Category Experience


11-25 Employees

Other Projects
The Unreached
BRAND Learning 4 Impact, 2020

PROJECT The Unreached...

Swasti is 'Health Catalyst' organization based in Bangalore, was envisioned  to transform the lives of the marginalis...

Good Food Model
BRAND Nestlé India, 2017

PROJECT Good Food Model...

Nestlé India was keen to launch transformational initiatives which can help empower parents through the knowledge of nutrition....

BRAND Sneha, 2020

PROJECT #LockDownMeinLockUp...

According to the National Commission for Women, the cases of domestic violence doubled between January and March of this year. The...

Ulta Hoke Thalassemia Rokke
BRAND The Wishing Factory, 2020

PROJECT Ulta Hoke Thalassemia Rokke...

Thalassemia Major, is a cruel blood disorder. It is passed on by Thalassemia Minor parents to their child (due to lack of awa...

Love Your Sound
BRAND Artis, 2020

PROJECT Love Your Sound...

Artis, is in a very competitive market which is as much lifestyle as it is audio accesories. The category it competes in is the value for money spa...