Case Study | Ab App Ki Nahi, Aap Ki | Anagram

#AbAppKiNahiAapKi Vikrant’s Viral Campaign

case study

Overview

Featuring Vikrant Massey, this campaign turned commuter frustration into a viral movement. Launched in May 2024, it exposed unfair ride-hailing pricing, sparking national conversations.

Objective

Maximize inDrive’s reach among ride-hailing users across India.
Position inDrive as the go-to ride-hailing solution.
Highlight fair, transparent pricing through viral storytelling.
Leverage a bold, staged confrontation to ignite widespread discussion and engagement.

Strategy and Solution:

A staged altercation between Vikrant Massey & a cab driver (actor) grabbed attention and disrupted the status quo.
The video went trending on Twitter, YouTube & Instagram within hours.
Focused on 6 key cities to enhance local relevance.
A follow-up video decoded the staged argument, shifting focus to inDrive’s dedication to fairness in pricing.
Amplified through influencer marketing, PR, and community discussions.

RESULTS:

60M+ Views
50M+ Engagements
250M+ Earned Media Placements
44K+ Organic Conversations
80% Positive Tonality

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