Chalo Technologies Ltd approached Horin Branding Team to develop graphic solution and branding strategy to kickstart their rental car service based on smartphone app, Bangladesh’s the first and most convenient on-demand ride hailing service, Chalo App. The startup seed funded by Desh Ventures Inc. a Silicon Valley based venture firm.

It was crucial that the strategic planning and graphic branding clearly communicated the relevance of the new service, resonated with Chalo’s target audience and worked across national markets..


Chalo App, which is the primary medium to avail the service, connects riders with Chalo drivers nearby. Once a user request a ride, nearby driver will come and pick up. Rider can make the payment through international credit card, BD credit card or by using bKash payment mechanism.

However, the most impressive and highly anticipated feature was its accessibility anywhere in Dhaka and ETA that made it possible for users to use the service instead of alternatives. It was their feature that Horin Branding Team choose to use as the main focus in the campaign “প্রাইভেট কার ঠিক যখনই দরকার” ”


The campaign was a series of promotional activities that featured the app to the target audience and scenarios using the app. The strength of the campaign was in its comparatively better service than traditional alternatives and ability to access anywhere in Dhaka in specific promised ETA.

The copywriting was to the point, allowing consumers to capture the purpose of the ads at first glance. Chalo App launched two apps total. One for the passengers who will ride on the cars and pay for the service, Chalo Passenger App. Another is for the drivers who will earn by contributing on Chalo Route Map. Chalo has grabbed huge attention in both of target audience gathering more than 3 million online reaching in just 2 weeks and more in offline. Now Chalo has become one of the most convenient on-demand transportation solution on Dhaka City and beyond.

“The exit door of all the discomfort and hassles allowing a focus on the benefits and experience the “Chalo” represents.”

Dewan Shuvo/Manging Director

Photography by Chitron chowdhury