Staff Reporters
Apr 24, 2019

M&C Saatchi boards RedBus in Indonesia

Agency wins integrated communications duties following a multi-agency pitch.

Screenshot from a current RedBus Indonesia ad (Source: RedBus Indonesia YouTube channel)
Screenshot from a current RedBus Indonesia ad (Source: RedBus Indonesia YouTube channel)

RedBus, which claims to be the world’s largest bus-booking platform, has selected M&C Saatchi as its integrated communications agency in Indonesia, where the service recently launched.

M&C Saatchi was selected following a multi-agency pitch with a scope involving both above- and below-the-line marketing, including digital advertising and other content.

Originating in India, where its sometimes wacky but popular ads have included cricket stars, RedBus has spread to Malaysia, Singapore, Peru, Colombia and more recently Indonesia in December 2018.

The online app, which claims a customer base of around 20 million users with more than 180 million bus tickets sold, allows bus passengers to book seats and track arrivals, departures and delays. Since most bus ticketing in Indonesia is still done through physical sales at counters and terminals, the app is expected to play a large role in digitising the transport system.

As Anish Daryani, M&C Saatchi Indonesia founder and president director, enthused: “When we received the pitch brief for RedBus, our team, many of them inter-city bus commuters themselves, were excited about how bus travel would change forever in Indonesia with the convenience that RedBus offers to users. We were able to translate this excitement to great ideation and execution, which perhaps has set us up for a long ride with RedBus.”

Anish Daryani, M&C Saatchi

 

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