Uber has released a brand campaign titled ‘Badhte Chalein’ which features brand ambassador Virat Kohli. The campaign has been conceptualised by Ogilvy and is built around the brand’s new positioning that is intended to build Uber as an 'enabler of movement'.
The film sees Kohli as the narrator. It shows four examples of riders using Uber in different contexts, to pursue what gives them purpose.
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.”
Sonal Dabral, group CCO and vice chairman, Ogilvy, said, “It is always exciting to create work that rises above just selling a product or a service and puts forth a life philosophy. Bringing to life Uber’s message of moving ahead with purpose, in itself became a journey of passion for us. The integrated campaign is led by a set of interconnected films. Virat stars in the manifesto film along with a cross-section of everyday warriors who have their own four different stories told through four individual films. Together they create a rich tapestry of engaging stories. Hope everyone will enjoy this campaign as much as we did creating it. And I certainly hope after this campaign they will see every journey they take, big or small, in a new inspiring light. With one resounding thought in mind: Badhte Chalein.”
Along with this film that is running on television, the campaign also consists of radio, OOH, print and digital. The TVC and radio campaigns will be aired in six languages - Hindi, Kannada, Marathi, Telegu, Tamil and Bengali.