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This ride-hailing PR pitch shows platforms and digital campaign ‘dark arts’ want democracy to be pay to play

A UK PR firm pitching to run an account for Ola has proposed running a campaign to politicize ride-hailing as a tactic to shift regulations in its favor.
The approach suggests that, despite the appearance of ride-hailing platforms taking a more conciliatory position with regulators that are now wise to earlier startup tactics in this space, there remains a calculus involving realpolitik, propaganda and high-level lobbying between companies that want to enter or expand in markets, and those who hold the golden tickets to do so.
In 2017 Estonia-based ride-hailing startup Taxify tried to launch in London ahead of regulatory approval, for example, but city authorities clamped down straight away. It was only able to return to the UK capital 21 months later (now known as Bolt).
In Western markets ride-hailing companies are facing old and new regulatory roadblocks that are driving up costs and creating barriers to growth. In some instances unfavorable rule changes have even led companies to pull out of cities or regions all together. Even as there are ongoing questions around the employment classification of the drivers these platforms depend on to deliver a service.
The PR pitch, made by a Tufton Street-based PR firm called Public First, suggests Ola tackle legislative friction in UK regions with a policy influence campaign targeted at local voters.
The SoftBank-backed Indian ride-hailing startup launched in the U.K. in August, 2018 and currently offers services in a handful of regional locations including South Wales, Merseyside and the West Midlands. Most recently it gained a licence to operate in London, and last month launched services in Coventry and Warwick — saying then that passengers in the UK had clocked up more than one million trips since its launch.
Manchester is also on its target list — and features as a focus in the strategy proposal — though an Ola spokesman told us it has no launch date for the city yet. The company met with Manchester’s mayor, Andy Burnham, during a trade mission to India last month.


Hot on the heels! @Olacabs meeting with @MayorofGM @AndyBurnhamGM in #Bengaluru to discuss their Manchester plans. pic.twitter.com/quzYtQ4zna
— Leena Paul (@leenavittal) October 9, 2019
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