MAM
Ola redefines two-wheeler mobility with new ‘Ola Bike’ campaign
MUMBAI: Ola, India’s largest mobility platform, is looking to criss-cross its way through labyrinthine roads and gridlocks of India in a big way. The company has recently launched a campaign to showcase its micro-mobility offering called Ola Bike that’s now present in 150 cities and towns. The new video campaign, under the slogan “Ab Khulenge Naye Raaste” (new paths open up now) positions Ola Bike as an agile, affordable and hassle-free solution to everyday travel and last-mile connectivity.
Conceptualized and executed by Leo Burnett Orchard, the campaign is designed to strengthen Ola Bike’s core proposition of agility, convenience and accessibility. The campaign is spearheaded by a short video ad using a humorous storytelling arc to drive home the message. The video features protagonist ‘Inder’ smooth-sailing through a small town’s gridlocked roads and serpentine lanes on an Ola Bike, pitted against his not-so-smart counterpart ‘Parminder’ who struggles through traffic in sweaty shared rides. Ola invokes the user to make the smarter choice like Inder, who has chosen convenience, affordability and a quicker way to commute with Ola Bike. The narrative plays on the brand’s mission of providing access to customers across all forms of mobility that are tailor-made for the Indian road conditions and the targeted user base.
An interesting detail to notice in the ad is the presence of helmets worn by both the rider and the customer, and a reflective jacket worn by the driver; both prominently displaying the Ola logo- underscoring the company’s commitment to safety and adherence to road discipline.
The campaign will not only resonate with commuters in big cities where Bikes help navigate through narrow lanes and congested roads but also find special relevance across small towns and cities in India where two-wheelers are ubiquitous and are an affordable and more readily-available alternative to cars and autos.
Commenting on the campaign, Aishvarya Murali, Head of Marketing at Ola said, “Ola Bike is now in 150 cities and rapidly expanding into more cities and towns across India. The campaign reinforces Ola’s understanding of the needs of commuters across the country and establishes Ola Bike as a simple solution to a real-world problem. We believe that the TVC hits home with every Indian, whether in large metropolitan areas or in the smallest of towns. She further added, “Since its introduction in 2016, Ola Bike has seen rapid adoption across the country amongst both consumers and bike-partners. We’ve seen tremendous demand arising from both, cities and towns, a clear indication of the success of the offering and the value it offers to consumers.”
Rajdeepak Das Managing Director India & Chief Creative Officer Leo Burnett South Asia at Leo Burnett Orchard said, “Following in the footsteps of previous campaigns, this campaign captures everyday situations in an Indian commuter’s life and reflects their thoughts in these moments. The idea was to take a step ahead and reiterate to our target audience why Ola Bike is the ideal choice for first and last-mile connectivity. We are very excited to present this campaign that reflects Ola’s commitment to offer its users hassle-free convenience and the power to choose their ride.”
The campaign will be showcased on digital, video, social, OOH and broadcast platforms, covering a number of consumer touchpoints.
Brands
Wipro hires 7,500 freshers, withholds FY27 hiring outlook
Profit rises to Rs 3,522 crore, Rs 15,000 crore buyback announced.
MUMBAI- Hiring may be on, but visibility is off, Wipro is adding talent even as it pauses the crystal ball. The company hired 7,500 freshers in FY26 but stopped short of offering any hiring outlook for FY27, underscoring the uncertainty gripping the IT services sector as it pivots towards an AI-led operating model.
The disclosure came alongside its fourth-quarter earnings, where management flagged volatile demand conditions and refrained from committing to future workforce expansion. Chief human resources officer Saurabh Govil noted that over 3,000 of the total hires were onboarded in the March quarter alone, signalling continued intake despite a lack of clarity on deployment pipelines.
This divergence active hiring without forward guidance reflects a broader industry pattern where talent acquisition continues even as deal conversions remain uneven and client spending cycles stretch. Wipro expects its IT services revenue for the June quarter to range between a decline of 2 per cent and flat growth sequentially in constant currency terms, reinforcing near-term caution.
Chief executive officer Srini Pallia pointed to artificial intelligence as both a disruptor and an opportunity. He said evolving client priorities are pushing the company towards outcome-driven engagements, with Wipro increasingly focusing on a services-as-software model through its AI Native Business and Platforms unit. The shift marks a structural change from traditional headcount-led growth to AI-enabled delivery frameworks.
The company has already committed over $1 billion to its AI ecosystem, with investors closely watching how these investments translate into revenue. For now, the numbers present a mixed picture. Net profit rose sequentially to Rs 3,522 crore, while revenue grew 3 per cent to Rs 24,236 crore. However, core IT services performance remained under pressure, with full-year revenue declining 0.3 per cent in dollar terms and 1.6 per cent in constant currency.
Large deal bookings offered a counterpoint, rising 45.4 per cent year-on-year to $7.8 billion, highlighting a widening gap between deal wins and actual revenue realisation. On a quarterly basis, IT services revenue slipped 1.2 per cent sequentially, signalling continued softness in execution.
Margins, however, told a more optimistic story. Operating margins expanded to 17.3 per cent in the fourth quarter, up from 14.8 per cent in the previous quarter, reflecting improved cost discipline. That said, the company cautioned that upcoming wage hikes and the ramp-up of large deals could exert pressure going forward.
Attrition stood at 13.8 per cent in the March quarter, indicating stabilisation after periods of elevated churn. Alongside its earnings, Wipro also announced a Rs 15,000 crore share buyback, reinforcing its focus on shareholder returns, with a payout ratio of 88 per cent over the past three years.
Taken together, the numbers capture a company in transition investing in AI, maintaining hiring momentum, but navigating a demand environment where growth is uneven and visibility remains limited.
