STOM Productions Turns RedTaxi’s Service Expansion into a Memorable Brand Mnemonic
RedTaxi‘s latest campaign, written and produced by STOM Productions, introduces the brand’s expanded Cab, Auto and Bike services through a single idea.
How do you launch three services without creating three different messages?
That was the challenge RedTaxi brought to STOM Productions while expanding its mobility ecosystem with Auto and Bike services alongside its existing Cab offering.
Rather than introducing each service individually, the creative team reduced the entire brief to a single memorable line:
“Cab. Auto. Bike-na… RedTaxi dhan.”
Translated from Tamil, the phrase simply means, “For cab, auto or bike, it has to be RedTaxi.”
What began as a line soon became the organising principle behind the entire campaign. Instead of treating the film as a product announcement, STOM approached it as a memory exercise. The objective wasn’t simply to tell audiences that RedTaxi now offered three services. It was to ensure that the next time someone thought of booking a cab, auto or bike, RedTaxi would be the first brand that came to mind.
To achieve that, the team built the campaign around rhythm, repetition and familiarity.
Set inside an IT office—a world instantly recognisable to much of RedTaxi’s audience—the commercial uses everyday workplace interactions, humour and carefully timed performances to reinforce the central line. Every creative decision, from the screenplay and music to the sound design and performances, was designed to make the phrase feel less like advertising and more like something people would naturally repeat.
The campaign is currently airing across television in Tamil Nadu.
Keerthivas K, Manager-Branding & Offline Marketing at RedTaxi stated, “This campaign was important for us because it brought our complete mobility ecosystem under one clear and memorable brand message. After the success of our previous campaign, partnering with STOM Productions again was an easy decision. They have a deep understanding of our brand, our audience, and how we communicate. Director, Sarah Thomas’ creative vision and combined with the team’s commitment at every stage of production, helped create a campaign that’s connecting strongly with our audience and delivering a great response.”
Mahesh Karunakara, Writer and Producer at STOM said, “The starting point was understanding how people make everyday mobility decisions. We weren’t interested in listing services, we wanted to simplify the choice. The idea was to build a campaign around a familiar situation and let the brand naturally become the answer. Every creative decision, from the screenplay to the music and performances, was made to make the communication feel intuitive, memorable and rooted in everyday life.”
Sarah Thomas, Founder and Director of STOM Productions, added that from a directing perspective, the challenge wasn’t getting the line into the film, it was making the audience enjoy hearing it again and again. Every repetition had to reveal something new. Rhythm in the film was treated as a storytelling device, not just a musical one.”
By combining everyday humour with musical repetition, the campaign transforms what could have been a functional service announcement into a memorable brand mnemonic.
For STOM Productions, the campaign reflects a simple creative belief that the strongest campaigns aren’t always the ones that say the most, they’re the ones people remember.
About STOM Productions
STOM Productions is a director-led ad film production house founded by filmmaker and producer Sarah Thomas. The company specialises in television commercials, digital films, branded content, CGI, animation, product visualisation, still shoots and integrated campaign assets.
STOM has worked with leading brands across technology, automobile, mobility, e-commerce, fintech, FMCG, hospitality, fashion and lifestyle, including Samsung, Amazon, TVS, Mahindra, Titan, Tanishq and Nokia.
Known for its director-led approach, STOM brings together cinematic storytelling, production craft, visual experimentation and brand thinking to create films built not just to be watched, but to be remembered.
Credits
Brand: RedTaxi
Production House: STOM Productions
Director: Sarah Thomas
Written by: Mahesh Karunakaran, STOM Productions
DOP: Raghav Adithya
Music Director: Harish Venkat & Prashanth Techno (Madley Blues)
Production Designer: Pradeep Raj
Editor: Vicky Guruswamy