The situation
New mobility services in Indian cities invite scepticism: safety, parking, pricing. A loud launch would have invited the wrong conversation before riders had even tried the service.
All studies
Illustrative study · City launch
Coastline Mobility
An electric scooter-sharing startup launching in Chennai that needed trust before it needed reach.
- Sector
- Urban mobility
- Market
- Chennai
- Moment
- City launch
- Disciplines
- Advertising · PR · Paid
Note: Coastline Mobility is a fictional brand. This study shows the kind of brief we take and how we would approach it; it does not describe a real client or claim real results.
The brief
New mobility services in Indian cities invite scepticism: safety, parking, pricing.
Our approach
We would lead with civic and business reporters — the founder briefed on the questions city editors actually ask — and a clear Tamil and English explainer series on safety and parking. Outdoor around the first few neighbourhoods and hyper-local paid media would carry the same message as the press.
What we'd aim for
The aim: a launch that reads as responsible and local, so the brand can grow into new neighbourhoods on its reputation.
“In a new city, trust is the launch.”
The line the campaign would be built around
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