Ola’s new RideAhead campaign aims at breaking stereotypes around bike taxis – ET Auto

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“RideAhead” captures not just one step but an ongoing commitment to empowering women in their daily lives, encouraging them to embrace the liberating experiences that eBike rides have to offer.

New Delhi: Ola Mobility, India’s largest ride-hailing platform, introduced the “RideAhead” campaign, a transformative initiative focused on empowering women through their eBike taxi rides.

The campaign reflects Ola’s commitment to challenging existing paradigms and fostering a more inclusive approach to women’s mobility by dismantling barriers associated with societal acceptance, comfort concerns, and perceived high costs.

“RideAhead” captures not just one step but an ongoing commitment to empowering women in their daily lives, encouraging them to embrace the liberating experiences that eBike rides have to offer. The campaign marks as a bold move towards a future where mobility is not just a journey but a catalyst for empowerment and independence.

Ola led the #RideAhead initiative by engaging with two sets of women groups, the first featuring women with no experience of a bike taxi ride, and the second group with women using eBike taxis regularly, with the goal to understand what apprehensions and reservations women have in taking bike taxis. The conversations offered interesting insights, which were captured and released in a short video. It also presents that women who are regular eBike taxi passengers cite the ride option as ‘flexible’, offering more efficiency and freedom.

Hemant Bakshi, CEO, Ola Mobility, said, “Ola has always been at the forefront of innovation and empowerment in mobility; and the comfort & safety of our passengers has always been the core of our services. In line with our vision of customer first, we are proud to launch the ‘RideAhead’ campaign for our women passengers. Through this, we are challenging stereotypes and providing a platform for women to help unlock and experience a world of socio-economic opportunities. We wish to inspire women to always #RideAhead.”

With #RideAhead campaign, Ola invites everyone to join the empowerment movement, supporting women’s independence and sharing their experiences using the hashtag #RideAhead. The vision of the campaign is to bring everyone together to break stereotypes, challenge societal norms, and pave the way for a more inclusive and empowered future for women in mobility.

  • Published On Mar 8, 2024 at 05:32 PM IST

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