About Bharat Taxi

Namma Yatri, built and operated by Moving Tech, is the tech, marketing and strategy partner for Bharat Taxi. Namma Yatri, the world's largest open mobility platform, runs community-led mobility platforms like Namma Yatri (Bengaluru), Yatri Sathi (Kolkata), Chennai One, Odisha Yatri, and Kerala Savari, and is now powering Bharat Taxi with the same open, people-first DNA. These platforms, pioneers of a zero-commission, have completed 130M+ trips with driver earnings of over ₹2,200 Cr.

Bharat Taxi aims to be the Amul for Mobility - a people-first, cooperative-based taxi initiative backed by the Government of India - Ministry of Cooperation that offers safe, affordable, and dignified mobility at scale. It brings drivers together on a common platform so they can earn fairly while serving riders with trust and transparency

Role Summary

Bharat Taxi is appointing a Regional Marketing Manager to own and shape all communication across the ecosystem — Brand, Drivers, and Customers.

The Regional Marketing Manager will act as the single source of creative truth, ensuring that all communication is:

● Clear and honest

● Respectful to drivers and customers

● Consistent across touchpoints

● Aligned to Bharath Taxi’s long-term vision

This is not an execution-only role.

It is a thinking, owning, and guiding role.

Core Responsibilities

1. Brand & Narrative Ownership

● Define and evolve Bharath Taxi’s core narrative, positioning, and tone of voice

● Own the brand pillars, messaging frameworks, and key communication lines

● Ensure consistency across all platforms: app, ads, social, on-ground, PR, and internal communication

● Act as the brand custodian, protecting clarity and credibility

2. Driver Communication (Primary Focus)

● Own end-to-end communication for drivers (onboarding, retention, trust, engagement)

● Translate brand philosophy into driver-first, real-world language

● Define and operationalise key pillars (e.g., trust, fairness, participation)

● Guide creation of driver-facing content: videos, scripts, WhatsApp, in-app copy, on-ground material

● Ensure all driver communication is non-manipulative, non-aggressive, and dignity-led

3. Customer Communication

● Shape customer-facing messaging across acquisition, education, and retention

● Balance trust, reliability, and ease without discount-led or hype-led narratives

● Align customer communication with driver values (no contradiction between sides)

4. Campaign & Content Direction

● Conceptualise and lead integrated campaigns (brand + driver + customer)

● Create creative briefs and guardrails for:

o Internal teams

o External agencies

o Production partners

● Review, refine, and approve creative outputs to ensure alignment with narrative and tone

5. Cross-Functional Collaboration

● Work closely with:

o Marketing & Business leadership

o Marketing & growth teams

o Product & app teams

o Operations & driver support

● Translate business priorities into clear creative direction

● Provide creative input into product flows, onboarding journeys, and service communication

6. Agency & Partner Management

● Act as the creative decision-maker for all agencies and freelancers

● Evaluate, onboard, and guide external creative partners

● Ensure agencies execute Bharath Taxi’s thinking, not generic category playbooks

What This Role Is Not

● Not limited to social media or advertising

● Not a copywriting-only role

● Not execution without ownership

Key Deliverables (Indicative)

● Brand narrative & messaging framework

● Driver communication system & playbook

● Customer communication guidelines

● Campaign concepts & creative direction

● Content & tone of voice guidelines

● Ongoing review and refinement of all communication outputs

Success Metrics (Qualitative & Quantitative)

● Consistency and clarity of communication across touchpoints

● Increased Driver & Customer trust, engagement, and advocacy

● Improved customer understanding and confidence in the brand

● Reduced disconnect between brand promise and ground reality

Ideal Profile

● 8–12+ years in brand, communication, or marketing roles

● Experience across brand + performance + product communication

● Has worked in or understands:

o Mobility / gig economy / platforms

o Mass Indian audiences

o Vernacular and Hindi-first communication

● Strong narrative thinking; not trend-driven

● Comfortable challenging briefs and pushing for clarity

● Respects dignity of labour and avoids manipulative growth tactics

Working Style & Expectations

● High ownership, low micromanagement

● Regular interaction with leadership

● Comfortable operating in ambiguity and building from first principles

● Willing to spend time understanding drivers and ground realities

Reporting & Governance

● Reports directly to Marketing Head & Zonal Business / Operations Head

● Acts as final creative authority, with business alignment

● Operates independently but collaboratively