Meru Cabs partners with ‘Save the Children’

Meru Cabs has joined hands with ‘Save the Children’, an NGO for child’s rights, to help promote and educate the public about the work that they do. ‘Save the Children’ has launched a campaign with Meru Cabs that aims to increase awareness and raise money for its work with children in India. The campaign utilises the innovative branding opportunities offered by the leading cab operator to great effect both internally and externally.

The in-cab route serves a fairly precise mechanism to deliver highly targeted messaging to a well-heeled and captive audience. The communication package involves messaging at the back of the passenger and driver seat and a direct mailer that uses a case story to highlight Save the Children’s work. The loop is closed through an accompanying response device that enables passengers to show their support by donating.

Commenting on the partnership, Irwin Fernandes, Director Marketing and Fundraising – Save the Children, said, “Meru Cabs is a preferred mode of commute for a very premium customer due to the efficient and professional service provided by the company. Majority of the cab commuters are mid-level and senior executives in large organisations, who are also aware of professional development organisations like Save the Children. This partnership with Meru provided an opportunity to reach out to a key audience and we are thankful to Meru for supporting this initiative.”

Commenting on the campaign, a spokesperson from Meru Cabs said, “We are happy to be associated with such efforts and projects which seek to deliver real value to children.”

Using cabs as a medium of advertising has been identified as a key driver of visibility purely because they travel across the length and breadth of city and deliver high visibility at important touch points, for instance, airports, residential complexes, business districts and so on. In cities such as Mumbai and Delhi, where radio cabs is the preferred mode of transport, Meru Cabs is chosen as the most suitable form of advertising by various brands. These cabs can be seen in those parts of the city where hoardings and other forms of outdoor advertising is prohibited, thereby giving this form of advertising an upper hand. The drive time in the cabs also provides for the brands to engage with the Meru Cabs customers.