MUMBAI: Uber, the ride-sharing app that is redefining urban mobility across the world, has unveiled its new brand campaign, with brand ambassador Virat Kohli. The baseline, ‘Badhte Chalein’, is built around the brand’s new positioning that is intended to build Uber as an enabler of movement, that is culturally progressive.
Uber India head of marketing Sanjay Gupta says, “This is not just a brand idea - it’s happening on the ground, across India, everyday. This brand position is as intrinsically human as the millions of people who ride with us each week, and each of their pursuits. The communication has been designed to be progressive in thought, aspirational in spirit, widely-relatable in manner. And with Virat – perhaps India’s most inspiring model of personal progress. The breadth of communication built around this idea across ATL, digital and owned media, will cement our positioning and bring it to life.”
In this campaign, Virat plays the role of the brand’s voice to help build Uber’s narrative in India. Set against Virat’s narrative, the commercial showcases four real life inspired examples of riders using Uber in different contexts, to pursue what gives them purpose. The ad features a visually impaired rider, an expectant couple rushing to the hospital, a young female doctor commuting to work and an independent mother taking her daughter to an early morning judo class.
Uber’s brand ambassador and cricketer Virat Kohli mentions, “I am looking forward to be a part of Uber’s campaign, and moreover being a partner to a company, that in all its capacity, is committed to empowering cities and its people. I appreciate the service that Uber provides to its riders to travel comfortably anytime, anywhere. Being part of this campaign also gave me the opportunity to interact with the driver partners at a personal level and understand how the company has helped them to chase their dreams.”
The campaign conceptualised by Ogilvy, aims to reiterate its effort to make Uber an everyday, aspirational brand for millions of riders and drivers in India. It positions Uber as a brand that is beyond transportation from point A to point B, reinforcing Uber’s role as an enabler of opportunities for hundreds of thousands of driver partners and riders in India.
Uber’s relationship with Madison continues through to 2018, to build and execute the media strategy for this intervention. A six month multi-platform campaign, will span ATL (TV, Radio, OOH, Print) as well as Digital (Youtube, Facebook, Twitter and Content publishers) as well as Uber owned CRM Channels and locations. Given the scale and geographic footprint that the business has achieved, the TVC and radio campaigns will be aired in six languages Hindi, Kannada, Marathi, Telegu, Tamil and Bengali.
