Mega Cabs Rebrands; Launches New Tagline

The new tagline is - 'Driven. For You'. The objective is to position the service as a customer-centric one. The brand will also sport a new logo.

Mega Cabs, one of India's first taxi-on-call services, has re-branded itself; the new tagline is - 'Driven. For You'. A whole new range of marketing and brand promotion initiatives is also underway. The effort is to keep up with the changes that have transpired in the Indian taxi industry in recent times. The objective, as is reflected in the new tagline, is to position the service as a customer-centric one.

Mega Cabs has been in existence since 2002, and has been a pioneer in the radio taxi industry. Sure, it has always been a consumer-centric brand, but Kunal Lalani, founder and chairman, Mega Cabs, admits that this was never really highlighted in its communication. "Through our re-branding exercise we aim to re-emphasise our brand philosophy of being a consumer-driven brand," he says.

Besides the new tagline, the brand will also sport a new logo, introduce a chat option on its website, and make a new mobile application available to people. Until now, the brand didn't have a catchphrase, as such.

Lalani decodes the logo: "We value a customer's time just the way they value their own... because every second counts. The bird icon is intended to create lasting brand recall. It connotes openness towards hearing our customers' requirements. The customer comes first. The colours - orange and blue - depict strength, and the spirit of customer satisfaction."

The new look-and-feel of the brand is being promoted across social media, through a campaign that invites customer feedback and blogs written by travellers. The team is also working towards creating an app on its Facebook page.

The company has also introduced a special 'driver training' initiative in order to teach them the brand philosophy and ensure they adopt a consumer-centric approach. For this, Mega Cabs has roped in various professionals and experts. The company is also planning to revamp the uniform of the drivers. The new one will be sleeker and will bear the new logo.

According to industry estimates, the Indian radio taxi market is pegged at around $6 to $9 billion.

Having started from an employee base of 30 people and 80 drivers in 2002, today Mega Cabs employs 700 people (including drivers).

Mega Cabs, one of India's top three players in its segment, is currently present in six cities, three metros (Delhi, Kolkata, Bengaluru) and three non-metros (Chandigarh, Ludhiana, Amritsar). The plan is to expand its services to ten more tier I and tier II cities over the next two years.

An ongoing challenge for Mega Cabs is tackling competition from players like Meru, TaxiForSure, Uber and Easy Cabs, among others.