redBus Launches 'Route to 47' Campaign, Connecting Youth with India's Freedom Struggle
redBus, the world’s leading online bus ticketing platform, has unveiled its latest initiative, the 'Route to 47: Roads of India's Revolutions' campaign, coinciding with India’s 77th Independence Day celebrations. This innovative campaign seeks to reconnect contemporary Indians with their historical roots by spotlighting significant routes that played pivotal roles in the country's journey to independence.
The campaign aims to bridge the gap between modern-day India and its rich history, emphasizing the local heroes and landmarks that influenced the nation’s path to freedom. Highlighting historical events such as the 1931 farmers' march from Madduru to Bangalore, which protested against agricultural taxes, and the 1908 journey of Bal Gangadhar Tilak from Pune to Bombay after his arrest, redBus brings to light the important yet often overlooked aspects of India’s freedom struggle.
One of the key features of the campaign is the integration of augmented reality (AR) technology. redBus has developed an AR filter for Instagram, allowing users to scan any road surface in India to access an immersive experience that narrates the historical significance of various routes. This feature provides users with a visually engaging way to explore the stories behind these crucial paths.
In addition to the AR filter, redBus has utilized Google’s My Maps to showcase 47 historically significant routes across India. This interactive map offers an informative experience through short animated videos and info cards, providing users with detailed insights into the historical relevance of each route. By clicking on any highlighted route, users can embark on a virtual journey that narrates its role in India’s independence movement.
To further engage the public, redBus is hosting an Independence Day contest on its Instagram handle. Participants who demonstrate their knowledge of India’s history have the chance to win prizes worth up to Rs 5000. The contest aims to encourage users to explore and connect with the historical significance of the roads featured in the campaign.
Pallavi Chopra, CMO of redBus, remarked, “Roads are a pathway to our past and witness to the most iconic moments in our history. Our 'Route to 47: Roads of India's Revolution' campaign is a celebration of these roads and the significant role they have played in our struggle for Independence”.
The 'Route to 47' campaign is designed to engage and inspire the younger generation by leveraging cutting-edge technology to bring historical narratives to life. redBus’s initiative represents a unique fusion of technology and history, making the stories of India’s freedom struggle accessible and compelling for a new audience.
