and TABcabs celebrate Sachin’s 200 with free cab rides

| Marketing | November 26, 2013 | News

Online travel portal, celebrated its brand ambassador, Sachin Tendulkar's 200th test match with a special activity in the city of Mumbai. Musafir approached TABcabs to partner with them for this activity, which involved offering fans free rides to Wankhede Stadium from Nov. 14 to 18. Through the activity, Musafir aimed to help decongest roads and reduce traffic concerns that the city faces whenever an iconic match is played and to reduce pollution and parking issues by encouraging carpooling.

Speaking about the objective of the initiative, Manu Monga, VP and Head of Marketing,, said: "Our objective was fairly simple - to pay tribute to Sachin Tendulkar and celebrate his last match. He is our brand ambassador and this was our way of showing our gratitude. Through this activity, we wanted to establish Musafir as a responsible brand that encourages car pooling in the city to ease everyday travel. We are very happy with the result; of the 800 available seats, we had 80-90% running full."

A total of 11 designated check points were assigned for this activity across central, western and eastern Mumbai and 200 cabs ferried passengers to the venue and back. Fans could avail of this first come first served service by displaying their match tickets at the designated pick up points. En-route to Wankhede Stadium, the jingle of and radio voice overs were played in the AC chauffeur driven cabs to entertain the passengers.

In Musafir latest brand campaign, Sachin Tendulkar endorses the role of a Rajasthani photographer, Shekhu Shekhawat and invites travellers to witness a new way to go ‘Ghoomne'. Hence, the interiors and the exteriors of all the 200 cabs were branded with the Shekhu look and even the chauffeurs were seen sporting the signature Rajasthani turban and moustache to add to the signature appearance of Sachin's character through this initiative.

Commenting on how the initiative benefitted TABcab, Prasenjeet Bagchi, Chief Marketing Officer, TABcab, said: "The impact of the campaign was good and every ticket holder who came to the locations publicized, where we had these 200 cabs placed, was given a free trip. Pertaining to this, the visibility of the cabs on the roads leading to the stadium was very high during that particular time, before and after the match timings. Brand wise TABcab was associated and got leverage as a cab service for all the free trips."

Besides the cab design, Musafir has engaged in other promotion mediums like dissemination of information via press releases and digital and social mediums. Fans are encouraged to leave thank you messages for Sachin on a dedicated website called and even on Facebook and Twitter. The best messages will be shortlisted and the winners will receive a chance to be part of a meet and greet opportunity with Sachin.

The travel portal and cab company united to offer fans free cab rides for Sachin Tendulkar’s last test match.

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