What we delivered

Across multiple studies, we explored user behaviour at bus stations, online booking challenges, and decision drivers. This included campaign evaluations to assess persuasion and relevance and deep dives into regional behaviours across North, South, East, and Central India.

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Meraki brought to life a strong localisation lens to the client’s communications. We evaluated the client’s campaigns and storyboards to provide feedback on how to make them familiar and approachable to the target audience, e.g. across North

vs. South vs. East linguistic and cultural differences.

These insights helped the client move away from a one-size-fits-all national approach: they divided India into four zones and began running tailored, localised campaigns for each zone.

This tailored approach led to much stronger conversion rates vs. their mass India campaigns. For example, they incorporated the language spoken by conductors in local Madhya Pradesh bus stations into the region’s campaigns.