Uber Launches Its First Integrated Marketing Campaign in India

CIOReview Team | Thursday, 10 August 2017, 08:48 IST

Uber, the ridesharing app that is redefining urban mobility across the world, recently announced the launch of its integrated marketing campaign in India. With the idea of Apnapan as its core theme, the campaign aims to build everyday brand relevance and reframe personal mobility. This also marks the launch of Uber’s first TVC in India.

Sanjay Gupta, Head of Marketing, Uber India, said, “At our scale, there are millions of amazing stories that we hear each week – stories of heart-warming experiences that take place between riders and driver-partners across the country. It’s these stories that keep people coming back to ride and drive with us. Over the last four months, we’ve spent hours listening to our riders and driver partners across the country to co-create our communication strategy, and build out the idea of Apnapan in the truest sense. We’re super excited to launch this campaign, as it’s our first step towards reframing the narrative around personal mobility and freedom for millions in India. So when you use Uber next, Isey Apni hi Gaadi Samjho.”

Reinforcing that Uber is everyday, for everyone, the campaign conceptualized by Taproot aims to build a deeper brand connect. Inspired by real rider and driver partner stories, the simple narrative highlights experiences that every Uber rider can relate to. With Apnapan being the umbrella theme, it brings to life the underlying emotional connect between Uber, its riders and driver partners by reinforcing that it’s a service one can rely on as if it were their own - true to the tagline Isey Apni Hi Gaadi Samjho.

Speaking about the campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, "Being a regular Uber user, I can vouch for the fact that it’s changed my life. It’s rare to work on a campaign where the idea is true to the brand and the service, where you don’t have to create a story because the real thing IS the story. The Uber experience is as good as having your own car, and sometimes even better. And this experience is something we think everyone should enjoy. So we’ve attempted to capture the Uber way of life through a simple thought around Apnapan."

Uber recently partnered with Madison to execute the media strategy. A multi-platform campaign, Uber’s digital-first approach will see Facebook and Youtube as primary channels, television for broader air cover and radio to communicate with the commuting audience. Given the scale and geographic footprint that the business has achieved, the TVC and radio campaigns will be available in multiple languages like Hindi, Marathi, Bengali, Kannada, Tamil and Telugu.

Vikram Sakhuja, CEO, Madison added, "With the launch of this campaign, we expect more people to connect and use the convenience provided by Uber in the Indian context -  just like it is being appreciated and used by people in various countries across the world "