Ola aligns with millennials, adopts their causes to market services

Company's focus on climate change and attempts to link it to the 'Ola Share' service is not new

After a few missteps, Ola is hoping to have struck the right note with its latest campaign. Tagged #farakpadtahai, (it makes a difference) the app-based cab aggregator is taking up causes it believes are close to the young. But even as it commits to the environment and celebrates diversity in thought and attitude in its current campaign, the company seems to be talking not just to the community of millennial riders, but also to future employees.

Homegrown Ola has long claimed that it knows the young, city dwelling Indian better than anyone, especially rival Uber. However, with Uber having slipped