Autorickshaw Ride Innovation
Tata Docomo 99 Offer


Tata Docomo wanted to promote it’s 99 Broadband Combo Offer though an outdoor ambient idea which would be both engaging and memorable.

The idea was to communicate what an “amazing deal” this offer was in an experiential way. Also the ‘unlimited’ aspect had to be conveyed.


We thought up an out-of-the-box media channel : Autorickshaws!

99 branded autorickshaws across prominent locations in the city offered rides to commuters at only Rs 99, irrespective of the destination or distance!

Amazing offer that gave you an Unlimited ride for just Rs 99!

Truly a ride to remember and take the message home!


Over 37000 brand impressions were made and the campaign was witnessed by approximately 8 lakh people on the roads.

More than 23000 enquiries were received about the broadband combo offer.

Brand recall increased by 7%.