Pudhe Chala
Background & Challenge - Mumbai’s iconic BEST buses, once the city’s lifeline, had seen ridership decline by over 10 lakh daily commuters in six years, causing financial losses of ₹20 crore. In 2021, BEST partnered with Chalo, a bus transport technology company, to digitize bus travel through live tracking, passenger indicators, mobile ticketing, and the BEST Chalo Card. But adoption required changing deep-seated commuter perceptions and behaviours. Our challenge was to encourage Mumbaikars to embrace a digitally enhanced bus travel experience via the Chalo app and card — and, in turn, revive pride in bus travel while improving ridership.
Insight - For decades, the phrase “Pudhe Chala” (“move forward” in Marathi) has echoed inside every BEST bus, called out by conductors urging passengers to make room. It’s a phrase every Mumbaikar recognises — a cultural catchphrase symbolising resilience and forward momentum.
Idea - We reimagined “Pudhe Chala” as a rallying cry for progress, linking BEST’s heritage of moving the city forward with its digital future.
Execution
- Outdoor & Hoardings: The message was taken citywide through 1,600+ bus stops, 3,500 buses, and large-format hoardings across Mumbai, ensuring visibility on every major commuter route.
- Social & Digital: Performance marketing, social media posts, and influencer-driven content pushed app downloads and card sales.
- On-Ground Activation: “Pudhe Chala” kiosks at offices and colleges connected directly with core commuter groups.
- PR & Launch: The campaign was launched by the Chief Minister, driving high-profile PR and further amplifying reach.
Results
- App Downloads: 10 lakh in 3 months (vs. 12 months in other markets)
- Card Sales: 1.4 lakh cards sold in 3 months (10x higher than other markets)
- Digital Tickets & Passes: 90,000+ tickets and 4.4 lakh passes sold within 3 months
- Digital Ridership: Grew from 0 to 30% in just 3 months
- Digital Penetration:Digital penetration in Mumbai (7.8%) in 3 months was comparable to that of other makrkets in 3 years! (Bhopal is at 6.8% and 7.5% for Indore after 3 years).
- Cultural Impact: “Pudhe Chala” was emblazoned across every BEST bus, reinforced on hoardings citywide, and even invoked in political discourse as a metaphor for Mumbai’s progress
With limited spends, #PudheChala achieved massive adoption of digital bus travel, re-energised pride in BEST, and positioned bus commuting as a smarter, modern choice for Mumbaikars. By combining celebrity power, citywide visibility, and a cultural catchphrase, the campaign moved both people and perceptions forward.
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