TRAILS OF INDIA

TitleTRAILS OF INDIA
ClientPULP STRATEGY COMMUNICATIONS PRIVATE
Product / ServiceMOTORCYCLING AND PASSION BIKING
CategoryB02. Mobile Apps
EntrantPULP STRATEGY COMMUNICATIONS New Delhi, INDIA
Idea Creation PULP STRATEGY COMMUNICATIONS New Delhi, INDIA
Media PULP STRATEGY COMMUNICATIONS New Delhi, INDIA
PR PULP STRATEGY COMMUNICATIONS New Delhi, INDIA
Production PULP STRATEGY COMMUNICATIONS New Delhi, INDIA

The Campaign

Mobile phone these days are an extension to oneself, bringing the world right your hands ,deliver maximum results and helps achieve the objective. We envisaged and designed Trails of India Mobile application (available on Android and iOS platforms to cater to our TG) dedicated to add value to the lifestyle of avid motorcyclists, which not only allows bikers to express but also addresses the challenges they face while exploring this gorgeous country! The application was also supported by a website. Trails Of India was launched forth with integrated marketing. An innovative mobile app experience, social media expertise combined with on-ground activations proved to be the perfect Launchpad for the campaign. When Biking experiences met technology, it gave birth to Trails Of India which is an innovative and creative Mobile Application, a highly personal lifestyle product proving to be a perfect 24*7 riding partner.

Creative Execution

We carefully constructed an integrated campaign, which captured the user journey, from excitement to platform adoption, in an environment charged and imbued spirit of motorbiking. Cornerstone of our approach: Develop a content strategy which ensures that the information crowdsourced reaches many and hence we started by mapping 200+ popular riding groups to identify the Influencers and seeded content through them to get higher WOM. Peer-to-peer invitations went out at a rapid pace as Trails Of India became known and bikers began to explore the platform.Multiple events were planned out to connect with riders on the ground and experiences were brought online which proved to be unprecedented conversation starter across different digital mediums. Many riders created Live Trails which were featured on the website for other community members to follow.Gradually and strategically the communication evolved with lifestyle based insights and content was channelized across platforms supported by vivid graphics.

India’s biggest peer-to-peer lifestyle product came to life. Capturing the collective imaginations and attention of bikers, Trails Of India celebrates everything motorcycling stands for. Our content reached the timelines and news feeds of 35+ million consumers on the day of launch, generating 18+ million conversations within the first week! Trails Of India Mobile app featured as one of the best apps of 2016 by LiveMint! Presently we have 20,000+ users are accessing the Mobile app to gain information and live their passion every day! 5000+ crowdsourced content pieces and the best ones are being featured one at a time!

Trails Of India is a dedicated website supported with an Android and iOS Mobile application which leverages latest technology offerings for a biker to achieve various tasks even in zero-connectivity zones across the country. - Integrating the latest technology using Google Maps, biker’s can create live maps for others to use - Mark out relevant check-ins, pit stops, refueling stations - Save and share motorcycle journeys - Explore new routes and credible information - Build their online garage to flaunt the collection of their machines - Purchase world-class riding gear& accessories; aftermarket parts; and tyres - Connect with other bikers and share motorcycling know-how Trails Of India is one-of-its-kind crowd-sourced platform with a cool, handy mobile app where every bit of information flows in from the riders and for the riders! The layout offers ease of navigation, attractive images, aesthetic and functioning makes it user friendly and every biker’s hub.

Credits

Name Company Position
Ravi Kumar Pulp Strategy Communications Private Limited VP- Creative
Ambika Sharma Pulp Strategy Communications Private Limited CEO
Pankaj Kumar Pulp Strategy Communications Private Limited Senior Partner and Director
Ipshita Ghosh Pulp Strategy Communications Private Limited Senior Copy Supervisor
Links
Website URL   |   Social Media URL   |   Social Media URL   |   Application URL   |   Application URL