Ride-sharing service Ola unveils first Australian ad and brand positioning ‘fair’s fair’

New entrant to the ride-sharing market, Ola, has begun its competitive push against rival Uber with its first Australian marketing campaign.

The ad for the India-originated service focuses on the diversity of both its drivers and passengers, while it is also pushing its ‘fairer’ fare arrangements with drivers.

Mumbrella understands the ‘Ola believes fair’s fair’ 15-second spot was created by independent agency The Royals.

Hosted on Facebook, the ad competes with Uber’s latest marketing campaign which saw the company highlight its 3.1m different Australian passengers and drivers.

The Royals’ work for Ola comes five months after the company hired Natasha Daly as the marketing director for its local operations.

“Ola is entrepreneurial with a great culture, and I look forward to seeing what magic we can create for customers and driver-partners, as we seek to provide the best rideshare experience possible in the country,” Daly said at the time of her appointment.

Meanwhile Ola also appointed Ogilvy as its Sydney-based PR agency.

The Royals declined to comment.


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