Uber Launches First Brand Campaign in India Focusing on Real Life Stories
Uber has launched its first brand campaign in India ‘move forward’, which aims to depict how the taxi hailing app can empower people to do more meaningful things.
The campaign, created by BBH India, uses real life stories from customers and Uber drivers to show how the service is impacting people’s lives. The campaign focuses on online films but will also feature digital, print and outdoor.
For users, it explored the concept of having the freedom of mobility in an affordable way and for the drivers, it shows how it can turn them into micro-entrepreneurs.
In one film, launched last week, an Uber driver called Shankar is depicted as going against the odds to get a young girl to school on time as she has a test. It turns out Shankar is actually her father and Uber is therefore helping him to move forward. The film was released last week and has already clocked up over 1.2 million views on YouTube.
According to BBH, the aim of the campaign is to drive uptake and said the premise behind the campaign could be replicated elsewhere.
Arvind Krishnan, managing director, BBH India, said: “Uber came to us with a very clear challenge: create work that is true to Uber but will drive a step-change in adoption. To help scale the service in India (and possibly, beyond) we had to create an organizing idea that will work for driver partners as well as for riders. We worked hard on uncovering the voice of Uber and the rest of the campaign flowed from there.”
Ashwin Dias, general manager at Uber, added: “We are excited to launch Uber India’s first brand campaign ‘Move Forward’ which is inspired by true stories about empowerment. At Uber we are deeply committed to enabling our driver partners to improve their livelihoods; and giving our riders the freedom of mobility.”