MUMBAI: Meru Cabs (Meru) has launched a new brand campaign 'True Rupees Per Km'. Meru plans to demystify fares charged for its radio cab services. Through the campaign the brand wishes to announce that its fares will be transparent, with no additional charges such as surge pricing, ride time charge, cancelation charges, etc., that other operators levy.

Commenting on the launch of the brand campaign Meru Cabs CEO Siddhartha Pahwa said, "Our new campaign 'NO hidden, NO surge, NO Ride Time or NO Cancellation Charge' aims to educate customers on hidden costs applied by several taxi aggregators. Through this campaign, we reiterate our commitment to customers that with Meru as their trusted travel partners they pay 'True rupees per km' for all transactions promising transparency and open communication."

Meru's new brand campaign (print, radio, OOH) has been conceptualized, created and executed by Enormous Brands with an effective media strategy recommended by OMD India. The campaign will be further amplified through digital media with hashtag #PayTrueRupees on social media, Youtube, online banners, OOH channels.

Enormous brands managing partner Ashish Khazanchi explains the idea behind True Rupees per km, "Meru prides itself in the extreme transparency with which it services its customers. Under the marketing clamour of discounts, cash backs and offers in the taxi industry, Meru wanted to make a bold move to highlight the fact that most competitors' prices/fares seem attractive in the forefront but always have unnecessary hidden costs. The idea behind coining the phrase True rupees was to send out a clear message upfront to the customer that Meru operates transparently and honestly unlike other prominent cab aggregators".

Focused on providing quality service based on a sustainable business model, Meru recently raised investments of Rs.150 crore (USD 25 million) from Brand Capital, which will be deployed to strengthen its foothold in the Indian market.