New Ola campaign aims at boosting its Share rides and reducing carbon emissions

Ola has a new campaign that aims at reducing carbon emission and alongside boosting its Ola Share rides. The company has announced the all-new #DoYourShare campaign, powered by The World Resource Institute (WRI), a global research organization working towards a creating low carbon economy.

With the campaign, the company plans to put up Billboards at prominent junctions in cities like Mumbai, Bengaluru and Delhi that will display as well as track carbon emission levels saved in real-time by commuters using ‘Ola Share’ rides in the respective cities. The campaign, to go live this week, is aimed at encouraging citizens to opt for shared mobility and help reduce carbon emissions.

Raghuvesh Sarup, Head of Categories & CMO at Ola said, “Shared mobility is the new paradigm for sustainable transportation. With Ola’s ‘#DoYourShare’ 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.”

Interestingly, the campaign has been gamified to achieve a set target as these cities will compete with one another. The Billboard as well as live digital counters on its social site will track the carbon emission levels in real-time.  Ola along with WRI aims at reducing carbon emission by 1200 tonnes - 400 tonnes respectively in each city and eventually contributing to 1200 tonnes of emissions reduced nationally in the fortnight.

Vivek P. Adhia, Head Business Engagement at WRI India said, “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.”

Ola claims that since the launch of its shared mobility solutions, the taxi aggregator has helped save 20 lakh litres of fuel, reduced CO2 emissions of close to 48 lakh kilograms and helped 37 lakh vehicles to stay off the road.