India’s transportation app future isn’t just about Uber and billion-dollar homegrown rival Ola. Shuttl, a startup that provides air-conditioned minibuses, hit the ground running in 2015.
It raised $20 million within 8 months of its inception on the back of it’s success in the Delhi market.
The brief to us was to build the brand ground up. Beginning with the livery and the identity to a comprehensive brand strategy that serves to create the category using carefully husbanded marketing budgets.
The very first step was to ensure that the identity was aligned with the long term vision for the brand. After weeks of brand workshops we agreed to give the brand a new visual identity to reflect its positional stance.
In terms of communication, our first task was to introduce and educate the target audience. By focusing on category benefits we intended to take a market leader stance and attempt to put our flag on the entire category.
Since the word ‘Shuttle’ was a synonym for the category of commuting, and we had the advantage of a unique word which sounds like an English word, we looked at a launch strategy that focused on verbifying the word/brand Shuttl.
Our role was that of a problem solver. We provide a solution to one of the most distasteful aspects of our lives. Traffic. So we looked at highlighting the solution using the word ‘Shuttl’
and developed the tagline ‘Don’t stress it. Just Shuttl it.’
It’s early days yet. And brand and the service are growing like wildfire. First two quarters of 2016 we launched the brand in Pune and in Bangalore. More cities to follow. Watch this space.