India’s popular ride-sharing app, Uber has kicked off a new campaign in India which features Indian Cricket Captain, Virat Kohli. Virat is also the brand ambassador of Uber India. The campaign’s 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.
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. The campaign aims to reiterate its effort to make Uber every day, aspirational brand for millions of riders and drivers in India.
Sanjay Gupta, Head of Marketing, Uber India, said, “Uber connects millions of people in India to their destinations each week. That said, each trip represents more than just a physical journey – it’s a step forward in the larger journey of their lives. 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 – Uber has found a partner at the crease who embodies the drive we share with millions across India. The breadth of communication built around this idea across ATL, digital and owned media, will cement our positioning and bring it to life.”
On his association as Uber’s brand ambassador, Virat Kohli said, “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.”
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