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Posters - Friendship Teaser - Client Brief:
Initiate parents to send their kids on a school bus whilst
also promoting the Tata range of School Buses through
the campaign.

Our task in hand here was to create simple, effective and
joyful campaign which would inspire the parents to make
their kids start travelling on a school bus instead of using
their own mode of transport.

Campaign Stratergy:

That’s how ‘Ride Yellow’ was born. The concept behind
the campaign was to generate a sense of awareness
amongst parents, educating them on the various values
their kid could learn on a school bus. We picked out 5
core values: Punctuality, Responsibility, Sharing, Learning
and Friendship. And created the campaign based on
these core values. Each of the communication elements
used illustrated these values in a highly effective manner.
Posters - Learning Teaser - Client Brief:
Initiate parents to send their kids on a school bus whilst
also promoting the Tata range of School Buses through
the campaign.

Our task in hand here was to create simple, effective and
joyful campaign which would inspire the parents to make
their kids start travelling on a school bus instead of using
their own mode of transport.

Campaign Stratergy:

That’s how ‘Ride Yellow’ was born. The concept behind
the campaign was to generate a sense of awareness
amongst parents, educating them on the various values
their kid could learn on a school bus. We picked out 5
core values: Punctuality, Responsibility, Sharing, Learning
and Friendship. And created the campaign based on
these core values. Each of the communication elements
used illustrated these values in a highly effective manner.
Posters - Teasers and Revealer - Client Brief:
Initiate parents to send their kids on a school bus whilst
also promoting the Tata range of School Buses through
the campaign.

Our task in hand here was to create simple, effective and
joyful campaign which would inspire the parents to make
their kids start travelling on a school bus instead of using
their own mode of transport.

Campaign Stratergy:

That’s how ‘Ride Yellow’ was born. The concept behind
the campaign was to generate a sense of awareness
amongst parents, educating them on the various values
their kid could learn on a school bus. We picked out 5
core values: Punctuality, Responsibility, Sharing, Learning
and Friendship. And created the campaign based on
these core values. Each of the communication elements
used illustrated these values in a highly effective manner.
Posters - Responsibility teaser - Client Brief:
Initiate parents to send their kids on a school bus whilst
also promoting the Tata range of School Buses through
the campaign.

Our task in hand here was to create simple, effective and
joyful campaign which would inspire the parents to make
their kids start travelling on a school bus instead of using
their own mode of transport.

Campaign Stratergy:

That’s how ‘Ride Yellow’ was born. The concept behind
the campaign was to generate a sense of awareness
amongst parents, educating them on the various values
their kid could learn on a school bus. We picked out 5
core values: Punctuality, Responsibility, Sharing, Learning
and Friendship. And created the campaign based on
these core values. Each of the communication elements
used illustrated these values in a highly effective manner.
Posters - Teaser - Client Brief:
Initiate parents to send their kids on a school bus whilst
also promoting the Tata range of School Buses through
the campaign.

Our task in hand here was to create simple, effective and
joyful campaign which would inspire the parents to make
their kids start travelling on a school bus instead of using
their own mode of transport.

Campaign Stratergy:

That’s how ‘Ride Yellow’ was born. The concept behind
the campaign was to generate a sense of awareness
amongst parents, educating them on the various values
their kid could learn on a school bus. We picked out 5
core values: Punctuality, Responsibility, Sharing, Learning
and Friendship. And created the campaign based on
these core values. Each of the communication elements
used illustrated these values in a highly effective manner.
Posters - Revealer - Client Brief:
Initiate parents to send their kids on a school bus whilst
also promoting the Tata range of School Buses through
the campaign.

Our task in hand here was to create simple, effective and
joyful campaign which would inspire the parents to make
their kids start travelling on a school bus instead of using
their own mode of transport.

Campaign Stratergy:

That’s how ‘Ride Yellow’ was born. The concept behind
the campaign was to generate a sense of awareness
amongst parents, educating them on the various values
their kid could learn on a school bus. We picked out 5
core values: Punctuality, Responsibility, Sharing, Learning
and Friendship. And created the campaign based on
these core values. Each of the communication elements
used illustrated these values in a highly effective manner.
Ambient - Teaser
Ambient - Revealer
Ambient - Sharing
Website -
This is the website which is designed for
Parents, Teachers as well as the Students. This Website
talks about Why the bus? which is for mainly the
parents then Joy of the bus which is for the Parents as
well as the Kids. This site has many features such as the
doodle diary, also a support initiative for the ride yellow
campaign and also Facebook connect for Join the
longest Bus.
Website -
This is the website which is designed for
Parents, Teachers as well as the Students. This Website
talks about Why the bus? which is for mainly the
parents then Joy of the bus which is for the Parents as
well as the Kids. This site has many features such as the
doodle diary, also a support initiative for the ride yellow
campaign and also Facebook connect for Join the
longest Bus.
Website -
This is the website which is designed for
Parents, Teachers as well as the Students. This Website
talks about Why the bus? which is for mainly the
parents then Joy of the bus which is for the Parents as
well as the Kids. This site has many features such as the
doodle diary, also a support initiative for the ride yellow
campaign and also Facebook connect for Join the
longest Bus.
Website -
This is the website which is designed for
Parents, Teachers as well as the Students. This Website
talks about Why the bus? which is for mainly the
parents then Joy of the bus which is for the Parents as
well as the Kids. This site has many features such as the
doodle diary, also a support initiative for the ride yellow
campaign and also Facebook connect for Join the
longest Bus.
Facebook Page - Longest Bus - This is a Facebook activity called 'Join the Longest Bus' for the ride yellow campaign. In the one has to tag 10 friends in a 10 window and give them titles like 'Bully of the bus' etc and the bus of friends that gets the maximum likes wins goodies from Tata Motors.
Innovative Press Ad
Tata Skool Bus Campaign
Ritika Madan
Designer / Visualiser Mumbai, India