OLA BOAT RESCUE OPERATION-HUMANITY OR MARKETING?

  • During natural calamities, many startups come forward to rescue affected people.
  • Ola, cab service provider, in recent Chennai floods, like any other marketers taking the advantage of the
  • opportunity had started free rescue services and also transporting food and drinking water to the flood affected areas.
  • But this service was seemed to be more of a human act than of marketing prospect as the service was without any charge.
  • People went on to post fake pictures showing Ola boat as an option in the application, Ola, used this rumor to
  • create its brand image as this rescue operation by Ola would become word of mouth marketing for the
  • Ola had partnered with local fisherman and professional rowers to deploy their boats in the heavily waterlogged areas.
  • Ola, through this operation, provided rehabilitation to many drivers and their families.
  • The rescue operation also helped Ola to get new drivers to ply their cars to meet the heavy demand for cabs in the city.
Source: http://bit.ly/2hK84Vz

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