Uber recently released its first brand campaign in India, featuring stories the brand has heard from its drivers. The campaign has been conceptualised by BBH India.
One of the films features a man driving with a young school girl on the backseat, reading. When the car is stuck in a traffic jam, the girl is concerned about not making it to school in time for her test. The man driving the car tells her to remain seated and gets out to figure the reason for the jam. He comes back to the car, and manages to exit by requesting a vehicle behind to make way.
The girl continues studying as the man drives through an alternate route to her school. She then asks the man driving whether he knows the capital of Mongolia. He doesn't, and she enlightens him. As the duo reach school and he wishes her luck, it ia revealed that he is her father.
He is also an Uber driver, who is now ready to pick up his next ride. The film ends with a message: 'Shankar moves forward. Uber moves Shankar', establishing the 'Move Forward' theme.
Ashwin Dias, general manager, Uber, said, “We are excited to launch Uber India’s first brand campaign ‘Move forward’ which is inspired by true stories about empowerment. At Uber we are deeply committed to enabling our driver partners to improve their livelihoods; and giving our riders the freedom of mobility. In this brand campaign in partnership with BBH, we have brought to life our product through stories which will resonate with millions of Indians across the country.”
Arvind Krishnan, managing director, BBH India, said, “Uber came to us with a very clear challenge: create work that is true to Uber but will drive a step-change in adoption. To help scale the service in India (and possibly, beyond) we had to create an organising idea that will work for driver partners as well as for riders. We worked hard on uncovering the voice of Uber and the rest of the campaign flowed from there. The team had to don many hats in this process and having an energetic, digitally native team made it a memorable one.”
Russell Barrett, managing partner and chief creative officer, BBH India, said, “Working on a brand like Uber has been an amazing experience. Given how ubiquitous the service has become we had hundreds of ideas but we decided to go with this concept because people will be able to relate this to their own Uber experiences. It’s a simple yet powerful idea. The idea was that people are doing brilliant things across the country right now. People from every walk of life, from every strata of society are moving forward in fantastic ways and Uber, as a service is right there, being the vehicle for their ambitions and dreams. The first film called ‘The Test’ is one such story. It’s a story of a driver, who we realise only later is an Uber driver and a dad. It’s a story that could very well be the story of any one of the thousands of Uber drivers across India. We hope, that as the campaign unfolds, we are able to tell more and more stories about people who are themselves moving forward."
CCO and managing partner: Russell Barrett
Managing director: Arvind Krishnan
Head of planning: Sanjay Sharma
Creative director: Sapna Ahluwalia
Copywriter: Yohan Daver
Art director: Sapna Ahluwalia
Business head: Anish Kotian
Planning director: Yudhishthir Agrawal
Executive producer: Rahul Kulkarni
Sr. business partner: Rajat Pandey
Business partner: Nabanita Chatterjee
Production house: Black Sheep Live
Director: Shamik Sen Gupta
DOP: Karthik Vijay
Executive producer : Niddhish Puuzhakkal