Uber celebrates the indomitable spirit of resilient Indians; launches new marketing campaign ‘Bas Socho aur ChalPado’

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Uber celebrates the indomitable spirit of resilient Indians; launches new marketing campaign ‘Bas Socho aur ChalPado’

Posted on March 27, 2022

  • The campaign reinvents everyday travel to raise awareness of accessible categories at affordable prices, Auto and Moto
  • Launches 360-degree campaign with four films inspired by real-life stories

Uber today launched a new 360-degree brand campaign, ‘Bas Socho Aur ChalPado’, to raise awareness of its affordable categories, Uber Auto and Uber Moto, helping people reinvent the way they can travel every day. The campaign celebrates the indomitable spirit of ordinary Indians who are resilient wannabes, passionately pursuing their dreams no matter the odds. The campaign is inspired by real stories of unstoppable Indians who have the courage to break the status quo and pursue their aspirations.

Often the challenges of daily commuting limit the true potential and aspirations of young Indians. However, as a company committed to opening up opportunity, Uber aims to provide these resilient aspirants with superior, accessible and affordable mobility options that will enable them to pursue their dreams and aspirations.

Uber’s Auto and Motorcycle businesses have already recovered more than 180% and 140% more than pre-COVID figures, respectively. Cities like Delhi, Mumbai, Hyderabad, Bangalore and a few others have witnessed an upturn in Auto and Motorcycle category business ranging from 1.5X to 3.5X.

Since their launch, Uber’s low-cost mobility solutions have grown exponentially in Tier 1, 2 and 3 cities. While Uber Moto is available in 49 cities, Uber Auto is available in 52 cities.

Commenting on the campaign, SurjoDutt, CCO, FCB India said“Uber and FCB dreamed a dream together! This campaign was culled from hundreds of consumer conversations, socio-cultural insights and real-life stories, delivered in TVC and short digital formats with all the entertainment, engagement and the discipline of duration that the formats demand. After a monumental team effort, the result was even better than we could have imagined. The “go for it” platform, which is so elemental in our Uber Auto strategy and Moto, came to life in these beautiful, simple, well-produced stories. With the customer at the heart of every story and Uber as their mobility partner, the campaign is truthful, simple and engaging. I’m hopeful and confident that this will add another shiny layer to this magically human brand called Uber.

Speaking at the campaign launch, Ameya Velankar, Head of Marketing, Uber India South Asia said: “At Uber, we are constantly reinventing the way we move people for the better. Hailables are an important part of our expansion and growth strategy, and in a short time, these categories have become the preferred choices of our consumers. Through our portfolio of affordable Auto and Motorcycle hailable products, we aim to make our platform accessible to millions of resilient aspirants in India who are constantly striving to fulfill their ambitions and improve the lives of their loved ones. Our new campaign celebrates the indomitable spirit of these resilient wannabes by telling their true stories and how we plan to partner with them on their daily journey.

The first film, Runaway Bride, brings to life the true story of a woman who had to pass an important exam on the day of her wedding. This highlights his drive and determination, and positions Uber Moto as a faster way to reach his destination.

The second film, Cafe Delite is the story of a deaf and deaf young man who overcomes various obstacles to land a job as a cafe manager. It shows how an Uber Auto ride provides a haggling and hassle-free experience to millions of Indians, daily.

The third film, Return to Work, is about a young mother and government official who doesn’t let motherhood get in the way of her career goals and responsibilities. It spotlights Uber Auto as a safer form of transportation and celebrates the indomitable spirit of millions of women who effortlessly straddle family and work responsibilities.

The fourth film Blood Donation features a determined and responsible young man who finds a way to donate blood to the father of a friend in need, while he is in line for a prestigious job interview. It highlights Uber Moto’s core proposition of moving effortlessly through traffic.

These four campaign films are adapted into Hindi, Kannada, Tamil, Bengali, Marathi and Telugu languages. It’s ready to go live today, across various owned, paid, social, influencer, and digital channels, as well as TV, film, display, and OTT.

Creative development of the campaign was led by FCB India, social amplification strategy and execution by DentsuWebChutney, and MediaComm supporting media planning and buying.

William L. Hart