Hello.

This is a creative strategy

document for CityFlo
The Voice Company FOUNDER'S STORY

05
The Voice Company was started by me, Bo.
Years (and
I'm an award winning creative director, who has spent more than 18
still alive)
years in advertising. I've worked at Ogilvy, Wieden & Kennedy,
JWT, Rediffusion, Grey and Dentsu. Some of the brands I've helped

Every brand
build are Pepsi, Honda, Jabong, MG Motor, Motorola, Sprite,
Milkbasket, Ibis Hotels, DaMensch.
I was once voted one of the hottest creative directors of India by
Impact Magazine, although now, I am neither young, nor as most
001 Worldwide
offices

has a story.
would say, hot.
I set up my own hole-in-the-wall, independent content and
advertising agency, The Voice Company, in which I am the founder

This is ours.
and an intern. It's been more than 4 years, and the agency hasn't

20+
died yet, which is good. Plus, we've managed to do some pretty
Reasonably
cool work - from films, to creating books, to designing launch happy
strategies. On the whole, fun stuff. The kind of stuff I always clients
wanted to do, honestly.
I'm passionate about copywriting. Probably explains why I also run
Copywriting With Bo, a platform where I train young copywriters to
become better at their game. I've trained > 250 young people so
far.
003 Staff
members

www.thevoicecompany.in 2024
The Voice Company CONTENTS

01 The service

02 Cracking the why

This is what we’ll Insight & creative idea

cover today
03

04 Moodboards

04 Scope of work + fees

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The Voice Company CITYFLOW

The service

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The Voice Company CITYFLO

An app
based bus
CityFlo is an app based convenient bus service where an

>
office goer can easily book a ride from a predefined stop

service for
close to their home, and get dropped to their office. They
can choose one among the multiple bus timings that are
available on their route, and reserve a particular seat. The

working buses are comfortable, has limited stops, has a direct route
and multiple timings.

people
www.thevoicecompany.in 2024
The Voice Company CITYFLO

Getting to work is a pain in the butt

(literally and metaphorically).
Even more so after the pandemic,
when everyone was comfortable
working from home.
www.thevoicecompany.in 2024
The Voice Company CITYFLO

With most offices calling their

employees back to work, not only
is that stressful enough, but now
the freakishly long and
uncomfortable travel is adding to
this stress.
www.thevoicecompany.in 2024
The Voice Company CITYFLO

Right now,
it’s a combination of these
+ + + =

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The Voice Company CITYFLO

CityFlow
changes that
+ + + =

www.thevoicecompany.in 2024
The Voice Company CITYFLOW

Cracking the why

www.thevoicecompany.in 2024
The Voice Company CITYFLO

Using Simon Sinek’s ‘golden circle’

to arrive at brand purpose, which
will be useful when developing the
marketing story.

www.thevoicecompany.in 2024
The Voice Company CITYFLO

Finding out the why is important,

because it answers to a higher
purpose. Why do we exist in the
first place? Because that’s the
reason customers will come to us
as well.
www.thevoicecompany.in 2024
The Voice Company CITYFLO

The What we do

golden > How we do it

circle Why we do it

www.thevoicecompany.in 2024
The Voice Company CITYFLO

What we do
We provide convenient, comfortable and regular buses on
popular office routes for people going to and fro from work

>
How we do it
We do this through an app where office goers can pre book rides,
select seats and their pick up and drop location

Why we do it
This is our brand purpose, from which the brand story will come

www.thevoicecompany.in 2024
The Voice Company CITYFLO

What we do
We provide convenient, comfortable and regular buses on
popular office routes for people going to and fro from work

>
How we do it
We do this through an app where office goers can pre book rides,
select seats and their pick up and drop location

Why we do it
We do this because want to make life less hard
for the office goer

www.thevoicecompany.in 2024
We exist to make
life less hard for the
regular office goer.
The Voice Company CITYFLOW

Insight +
creative idea

www.thevoicecompany.in 2024
The Voice Company CITYFLO

Here’s an universal truth.

People hate work.

www.thevoicecompany.in 2024
The Voice Company CITYFLO

www.thevoicecompany.in 2024
The Voice Company CITYFLO

The internet is
filled with
Monday memes.

www.thevoicecompany.in 2024
The Voice Company CITYFLO

And this is where a brand like

CityFlo can come in, and join the
conversation in a fun and engaging
way with the right audience.

www.thevoicecompany.in 2024
The Voice Company CITYFLO

Because work can be a pain.

But getting to it,
doesn’t have to be.

www.thevoicecompany.in 2024
The Voice Company CITYFLO

And that’s the singular creative

idea right there. If this entire
campaign were to just have one
line, that would be it.

www.thevoicecompany.in 2024
The Voice Company CITYFLO

But let’s condense that into a

hashtag so it acts as a marketing
umbrella, allowing us to have more
ads under it.

www.thevoicecompany.in 2024
#CommuteMadeEasy
The Voice Company CITYFLO

(Almost) every brand needs an

enemy. It helps make the brand
story sharper.

www.thevoicecompany.in 2024
The Voice Company CITYFLO

You’ll notice that I didn’t turn

public transport into the enemy
here. So it’s not a auto vs cityflo
story. Or train vs cityflo.

www.thevoicecompany.in 2024
The Voice Company CITYFLO

There are two reasons why.

First, that’s very predictable.
Consumers are bored of boring communication.
And secondly, because ‘work sucks’ as the enemy
gives us a much larger canvas to play in.
It becomes share-worthy, relatable and in some
cases, funny.

www.thevoicecompany.in 2024
The Voice Company CITYFLO

It’s more real, as a human emotion.

We connect more to ‘office’
than ‘public transport’.

www.thevoicecompany.in 2024
The Voice Company CITYFLOW

Moodboards

www.thevoicecompany.in 2024
The Voice Company CITYFLO

I don’t do layouts on a vision document.

The role of a vision document is for me to show
you what my vision of this campaign is, see if you
vibe with it, and if you do, we start developing
the creative pieces.

www.thevoicecompany.in 2024
The Voice Company CITYFLO

Having said that, I would like to recommend

some design thinking here.

www.thevoicecompany.in 2024
The Voice Company CITYFLO

Because the creative idea we have is so

stark, I want the entire focus to be on
that. No visuals. No people. No buses.
Just words, and leveraging their power.
Allow me to show you.

www.thevoicecompany.in 2024
Easy pick up and
drop with super
comfortable seats
on an AC bus to a
job you absolutely
detest and need
therapy for.

DOWNLOAD
THE APP RIDES @ 100
Picks you up from
a stop close to
your home and
drops you within
walking distance
of an office that’s
eating your soul
little by little.

DOWNLOAD
THE APP RIDES @ 100
45 degree leather
reclining seats with
enough room to stretch DOWNLOAD
THE APP
your legs on the journey
to a workplace that RIDES @ 100

should have just stayed FIRST RIDE FREE

shut after the pandemic

like other offices.
Can pick you up at
Borivali Nancy Colony
bus stand and drop you DOWNLOAD
THE APP
to Pheonix Mall Kurla, a
short walk away from RIDES @ 100

the job that you tell FIRST RIDE FREE

yourself you’re going to
quit everyday.
Ditch the local, and
comfortably go from
DOWNLOAD
Airoli, well-rested THE APP

throughout in your first

RIDES @ 100
class recliner seat to a job
that’s throwing you FIRST RIDE FREE

towards mid-life crisis.

Comfy AC seats to help
you arrive cool and DOWNLOAD
THE APP
collected to the job you
would totally quit RIDES @ 100

tomorrow if bills weren’t

FIRST RIDE FREE
a thing.
 On-time luxurious bus
DOWNLOAD
rides to work, so you can THE APP

arrive punctually for the

RIDES @ 100
meeting that could’ve
been an email. FIRST RIDE FREE
Enjoy some much needed
DOWNLOAD
‘me-time’ on your way to THE APP

a workplace that has

RIDES @ 100
destroyed your mental
peace. FIRST RIDE FREE
The Voice Company THANKS

Thank you taking out the

time to read through this :)
www.thevoicecompany.in

+91 9811285310

bodhi@thevoicecompany.in

www.thevoicecompany.in 2024