Uber begins India promotion blitz with first brand film

10 Aug,2017

By A Correspondent


Ridesharing app Uber has unveiled its integrated marketing campaign in India. With the idea of ‘Apnapan’ as its core theme, the campaign aims to build everyday brand relevance and reframe personal mobility. This also marks the launch of Uber’s first TVC in India.


Said Sanjay Gupta, Head of Marketing, Uber India: “At our scale, there are millions of amazing stories that we hear each week – stories of heart-warming experiences that take place between riders and driver-partners across the country. It’s these stories that keep people coming back to ride and drive with us. Over the last four months, we’ve spent hours listening to our riders and driver partners across the country to co-create our communication strategy, and build out the idea of Apnapan in the truest sense. We’re super excited to launch this campaign, as it’s our first step towards reframing the narrative around personal mobility and freedom for millions in India. So when you use Uber next, Isey Apni hi Gaadi Samjho.”


Reinforcing that Uber is everyday, for everyone, the campaign is conceptualised by Taproot Dentsu.Speaking about the campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said:”Being a regular Uber user, I can vouch for the fact that it’s changed my life. It’s rare to work on a campaign where the idea is true to the brand and the service, where you don’t have to create a story because the real thing IS the story. The Uber experience is as good as having your own car, and sometimes even better. And this experience is something we think everyone should enjoy. So we’ve attempted to capture the Uber way of life through a simple thought around Apnapan.”


Uber recently partnered with Madison to execute the media strategy. A multi-platform campaign, Uber’s digital-first approach see Facebook and Youtube as primary channels, television for broader air cover and radio to communicate with the commuting audience. Said Vikram Sakhuja, CEO, Madison on the media outreach: ”With the launch of this campaign, we expect more people to connect and use the convenience provided by Uber in the Indian context -  just like it it is being appreciated and used by people in various countries across the world ”


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