Didi Premiers Variety Show About Drivers to Rebuild Brand Image
Chinese ride-sharing giant Didi Chuxing (Didi) launched a variety show to tell Didi drivers’ stories and rebuild the company’s image mired by recent criticism. The first episode went online on December 25 and lasted for about an hour.
Through this entertaining format, Didi is trying to ease tensions between passengers and drivers in response to previous queries regarding Didi Hitch and the company’s big data policies.
SEE ALSO: Didi Relaunches Hitch Service in Multiple Chinese Cities
According to Didi, the show titled “Shifu Go Go Go” aims to provide a stage for drivers of Express, Premium, taxis and Hitch to chase their dreams. The show will also distribute awards such as “national driver,”“top one driver” and “top ten most popular drivers.”
This is not the first time that Didi has dabbled in entertainment. Previously, the company released a talk show named “Joking About Didi,” where Liu Qing, president of Didi, Didi’s executives from their service department and several stand-up comedians representing passengers joked with each other.
Didi started a media company in November with an investment of 10 million yuan ($1.4 million) to create TV series, audio and video products, digital publications and distribute films.