MYBYK, India’s oldest & largest bike-sharing app focuses on green solutions for micro-mobility that aims to make Ahmedabad-India’s first bicycle capital. They had expanded from 1500+ to 5000+ bicycles and more than 500+ hubs around Ahmedabad. In alignment with their goal, they wanted to target substantial commuters and a health-leisure user base to increase cycle adaption and increase reach with MYBYK usage know-how.
However, there was resistance to adapting Cycle as a mode of commute or health/leisure activity. Moreover, there was a lack of awareness amongst commuters and the public in general regarding the usage of MYBYK.
We designed a campaign that made use of on-ground and online media to spread awareness of the easy usage of MYBYK. Implemented Hub Branding, Digital Advertisement, Public Relations, Content and influencer marketing so as to make a mass impact. The popular regional stand-up comic artist Manan Desai was roped in for AV ads on popular social media platforms.
As a result, users increased twice in number and rides increased thrice in number, including 25% take-home users, 35% heath-leisure users and 40% daily commuters.
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