Uber Eats has rolled out its first brand campaign featuring its recently appointed brand ambassador Alia Bhatt.
The campaign consists of three films featuring the actor and revolve around 'everyday moments’ of a millennial’s life.
One film shows Bhatt visit a friend. As she enters the house she tells him that she's left a party to visit him. She goes on to claim that she's starving and heads towards the kitchen. She's disappointed by what she finds and threatens the boy to leave. The boy reacts by showing his fractured leg, which changes the mood. Bhatt takes out her phone, opens the Uber Eats app and asks the boy about his food preference.
Namita Katre, head of brand, strategy and campaigns, Uber Eats India, said, ”Ordering food at work or home is the new constant way of life now for the Indian youth. Our first mega campaign ‘everyday moments’ is designed around consumer's ordering behaviour that goes beyond the basic functional reasons of speed and affordability. Uber Eats is an ally to the consumer seeking effortless exploration of food in their everyday lives. The communication has been designed to build that relatable connect with the youth as the everyday, aspirational food delivery brand for millions of youth in India. In Alia, India’s youth icon, Uber Eats has a partner who shares the spirit of the brand and manifests it through her memorable, engaging, aspirational, youthful connect embedding the brand in the everyday food ordering moments. The breadth of communication is built around this idea across ATL, digital and owned media, which will cement our positioning and bring it to life.”
The campaign will be spread across TV, radio, OOH, print, digital and social media.