Rapido — #ZeroDiscriminationWeek
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Client
Rapido
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Role
Influencer Marketing Manager
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Platform
Instagram
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Campaign timing
Mar 2020 (Women's Day week)
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Hashtag
#ZeroDiscriminationWeek
Overview
Rapido — #ZeroDiscriminationWeek
Media.Monks · Influencer Marketing Manager |
Platform: Instagram ·
March 2020 · Women's Day Campaign
Rapido, India's bike taxi and cab platform, briefed Media.Monks to create a Women's Day campaign that went beyond the predictable. Rather than surface-level celebration, they wanted a campaign that started a real conversation about discrimination: gender pay gaps, body image, online harassment, and the everyday pressure to conform.
As Influencer Marketing Manager on the campaign, I conceived and executed a storytelling-led approach built around a purpose-created hashtag, #zerodiscriminationweek, positioning Rapido as a brand that stood for something, not just one that sold rides. I identified and managed five verified Indian creators, each sharing a personal story of discrimination they had faced or witnessed, holding handwritten signs with a single, striking message.
5+
Influencers activated
verified creators
323+
Total comments
across all posts
#zerodiscriminationweek
Campaign hashtag
UGC beyond campaign
Mar 2020
Campaign timing
Women's Day week
Campaign Content
Each creator held a handwritten sign expressing their stance on discrimination (body image, pay inequality, online trolling, societal expectations) and shared a personal story in the caption. The consistent black-and-white visual treatment gave the campaign a unified, editorial feel across all five activations.
@sakshisindwani
"My Body, My Friend." — on body image, self-doubt and confidence overpowering shame.
6 Mar 2020 · 25 comments
@neha_m_12
"Pay Fair, Play Fair." — a personal account of wage discrimination straight out of college.
1 Mar 2020 · 45 comments
@fasbeam
"Post, Don't Roast." — on online hate comments and the responsibility that comes with a platform.
7 Mar 2020 · 87 comments
@theformaledit
"Embrace the glorious mess that you are." — on societal judgement, self-acceptance and breaking the approval cycle.
5 Mar 2020 · 166 comments
Hashtag Reach — #ZeroDiscriminationWeek
The campaign hashtag outlived the campaign itself. #zerodiscriminationweek generated organic user content well beyond the original five activations — third-party creators and everyday users continued contributing content months and years after the campaign ran.
#zerodiscriminationweek hashtag page — ongoing UGC from creators and users beyond the original campaign window
Strategy & My Role
Campaign Concept & Hashtag Creation
- Developed the #zerodiscriminationweek concept as a unifying campaign idea — a purpose-built hashtag that gave the public a space to share their own discrimination stories, extending the campaign's reach beyond paid activations.
- Framed the creative brief around personal storytelling with a single handwritten message per creator — deliberately simple, raw, and visually consistent to cut through typical Women's Day content.
- Positioned Rapido not just as a brand marking Women's Day but as a platform taking a clear stance across multiple forms of discrimination: gender, pay, appearance, and online behaviour.
Influencer Strategy & Selection
- Identified five verified creators across lifestyle, fashion, fitness, and male-ally audiences, deliberately diversifying the voices to show that anti-discrimination is not a single community's issue.
- Selected creators with genuine personal experience to draw on, not just large followings, ensuring the storytelling felt authentic rather than performative.
- Included male creators (@fasbeam, @theformaledit) to signal that this was not a women-only conversation, broadening both the message and the audience reach.
End-to-End Execution
- Managed all creator communication, brief delivery, content review, and approval sign-off across five activations running across a single campaign week.
- Oversaw visual consistency — the black-and-white photography treatment and handwritten sign format were brief-mandated and held across all posts to create a cohesive campaign look.
- Ensured all posts tagged @rapidoapp, used #zerodiscriminationweek, and went live within the campaign window without any timeline slippage.
Results
- 323 combined comments across four posts, driven by @theformaledit's 166-comment post, which generated the strongest personal resonance through its exploration of societal expectation and self-acceptance.
- #zerodiscriminationweek became a standalone hashtag with organic traction beyond the campaign window — third-party creators and users continued posting under it, extending Rapido's visibility without additional spend.
- The campaign successfully avoided the cliché Women's Day trap — by including male creators and addressing multiple forms of discrimination, it earned credibility rather than tokenism.
- Rapido was tagged organically in creator captions as a brand taking genuine initiative — not as a sponsor to acknowledge, but as a brand to appreciate.
- All five posts published on schedule with zero compliance issues and consistent brand presentation across the full campaign.
What I Learned
The most effective social campaigns don't try to own a moment — they give the audience a reason to. #zerodiscriminationweek worked because it wasn't just a Rapido hashtag. It was a public invitation. The fact that it outlasted the campaign and attracted organic content from unaffiliated creators is the clearest evidence that the concept had legs beyond the brief. What I took from this: a well-constructed hashtag with a real idea behind it is worth more than any single piece of influencer content, because it turns an audience from viewers into participants.
