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Home » Campaigns » Ola's'#Do Your Share' campaign tracks carbon emissions across Mumbai, Delhi & Bangalore

Ola's'#Do Your Share' campaign tracks carbon emissions across Mumbai, Delhi & Bangalore

By Nabamita Chatterjee - August 16, 2016

The unique'Billboard' will track real time carbon emission levels saved in the city and the 15 day campaign is powered by WRI, aiming at encouraging sustainable mobility.

Ola, India's popular app-based taxi service, recently launched its "#Do Your Share” campaign that has taken shared mobility to a new level. Promoting this new service, Ola installed a unique billboard at prominent junctions in the three cities to display and track carbon emission levels saved in real-time by commuters using'Ola Share' rides in the respective cities. The campaign will encourage citizens to adopt shared mobility and help reduce negative impact on the environment, by helping reduce carbon emissions in the city. The initiative went live from the first week of August, across three Indian cities: Mumbai, Delhi and Bangalore. The data is being evaluated from August 3 to August 15, and these billboards have been installed at - Cyber City in Gurgaon, Delhi NCR, Telli Galli in Andheri East, Mumbai and near the Domlur Flyover, Bangalore.

Raghuvesh Sarup, Head of Categories & CMO at Ola said, "Shared mobility is the new paradigm for sustainable transportation. With Ola's'#Do Your Share' campaign, our goal is to help cities reduce on-road congestion and unhealthy traffic jams, by encouraging more and more commuters to opt for Ola Share. It will be interesting to see the three cities race for clean air, as their citizens compete to contribute towards reduced emissions, responsibly.” He further added, "We intend to take this campaign to other cities as well and relentlessly work towards building sustainable mobility solutions for the country, as we advance on our mission of building mobility for a billion Indians.”

The entire campaign has been gamified for the three cities to compete against each other to achieve a set target of reduction in carbon emissions during this period. The'Billboard' and live digital counters on social media will track the carbon emission levels real-time and act as a reference point for commuters to'do their share' towards building a green, sustainable and congestion-free city. This initiative by Ola is powered by The World Resource Institute (WRI), a global research organization working towards creating low carbon economy. Together with WRI's expertise and the support of millions of users, Ola aims at reducing carbon emission by 400 tonnes in each city - Bangalore, Delhi and Mumbai, contributing to 1200 tonnes of emissions reduced nationally in the fortnight.

The creative of this campaign has been handled by Happy Creative Services whereas the outdoor execution has been completed by Ecosys OOH along with media agency Motivator (Group M).

Vivek P. Adhia, Head Business Engagement at WRI India said "Initiatives promoting sustainable transportation, such as Ola's ride-sharing offering have the potential to significantly reduce the carbon footprint on the environment. While gaps have existed in measuring the impact - internationally consistent and locally relevant approaches being adopted by major players, would help in better planning and engagement in this space. We believe the proliferation of such initiatives would help support ambitious climate action at the ground level and play a key role in accelerating progress towards India's national commitments on 33-35% intensity reductions made at Paris COP21 last year. We are thrilled that Ola is using our toolkit to measure their emissions impact on the environment. This is the first step in contributing towards environment-friendly cities in the country.”

Ecosys OOH on behalf of Ola installed #Do Your Share Billboards at prominent junctions in the three cities to display and track carbon emission levels saved in real-time by commuters using'Ola Share' rides in the respective cities.

Commenting on outcome of the campaign Sujit Banerjee, CEO, Ecosys OOH said "We are thrilled to be partnering with Ola. Team Ecosys OOH is committed to working with partner client brands in ameliorating the living conditions and making positive contributions to the environment."

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