How redBus Scaled Online Bus Bookings in Madhya Pradesh: A Detailed Case Study

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The Outcome

15%

business growth within just two months

11X

brand growth vs category growth

OBJECTIVE

Madhya Pradesh has a strong business opportunity for redBus, with high sellable inventory and better margins. However, the market was still heavily dependent on offline booking, with low awareness and adoption of online bus ticketing.

The idea was to capture this untapped potential by addressing the real pain points of offline booking and repositioning redBus as a smarter, time-saving, and more convenient alternative. The objective was to drive awareness, consideration, and new user adoption in the state, ultimately accelerating online bookings.

Approach

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Audience cohorts were built using in-market, affinity, and high-intent signals, mapped to clear funnel roles. Media ran across Display, YouTube, Meta, and programmatic video, with Spotify and JioSaavn extending reach beyond visual platforms. Execution followed a format-led funnel approach. 65% of spend went to long-form video to establish redBus’s core RTBs—seat selection, live tracking, route coverage, and free bus changes—using humor to drive relatability. 15% was allocated to short-format video for incremental reach, while the remaining budget focused on hard-working display to convert high-intent users. Creative variations were rotated across formats, supported by real-time optimization to manage fatigue and improve efficiency.

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THE MADHYA PRADESH BREAKTHROUGH

The Outcome

15%

11X

OBJECTIVE

Approach

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