The driver partner-focussed campaign goes live on July 5, positioning the brand as a trusted enabler for the community
National, July 05, 2018: Uber, the ridesharing app that is redefining urban mobility across the world, today unveiled the second leg of its recently launched India brand campaign – ‘Badhte Chalein’, featuring brand ambassador Virat Kohli. ‘Badhte Chalein’, has been envisioned around the brand’s new positioning that is intended to build Uber as an enabler of movement in order to ignite opportunity for all to progress in life. The driver forward brand film, focusing on the driver partner community features Uber’s tenured driver partners from all walks of life.
In India, there are over four hundred and fifty thousand people who choose to drive using the Uber app every day. These driver partners are central to Uber’s success across the country and Uber India is committed to serving them and unlocking opportunities for them to progress in life. The second innings of the newly launched campaign, Badhte Chalein, reiterates the role that Uber plays in creating entrepreneurship opportunities i.e. a new way of working that leads to economic freedom, increasing productivity and financial inclusion for thousands of driver partners in India.
With multiple ad-sets targeted at different groups–the existing driver partner community and potential driver partners–this leg of the campaign will feature Virat Kohli as a coach for the Uber driver partner community, motivating them to maximize their potential and become star performers:
- Existing driver partners who drive using the Uber platform. The community will be able to view the campaign on Uber’s extensive internal channels including, in-app messages and videos, digital landing pages, and Green Light Centres across the country. Furthermore, an extensive post-launch campaign is being curated, including engagement activities with the existing driver partner community
- Potential driver partners who are looking to use the Uber App to become entrepreneurs will be exposed to a shorter version of this campaign that will roll out across ATL channels (print, TV, radio, OOH)
Narrated by Virat, the concept of this brand film aims to highlight experiences encountered by drivers daily while behind the wheels of an Uber, thus acknowledging behavioural traits of a driver partner that leads to a six-star service. To establish this connection between the distinctive driver partner profiles as a star cricket team composition, the ad film –‘Virat’s XI’ will delve deeper into how an ideal team comprises of different types of driver partners who bat for Uber as the opening batsman, wicket keepers, all-rounders and bowlers. To bring alive Uber’s dream team on-screen, real-life driver partners are featured in the campaign.
|Player type||Qualities/ Personality traits|
|Opening batsmen||– Disciplined
– Starts their day early
– Drives during morning peak hours
|Middle order||– Dependable/Reliable
– Follows navigation
– Content, satisfied, happy family
|Wicket keeper||– Happy/Satisfied
– Does not cancel rides
|All rounder||– Does not lose his calm
– Handles all situations coolly
– Level headed
|Fast bowlers||– High rating
– Provides high quality of service
Commenting on the campaign’s driver focussed narrative, Sanjay Gupta, Head Marketing Officer, Uber India said, “Uber is always finding ways to celebrate its driver partner community. Each day, our driver partners play a pivotal role in moving India forward and it is our constant endeavor to enable them to achieve greater heights. Through the representation of driver partners across the country in the ad film ‘Virat’s XI’, we want to showcase Uber as an inclusive platform that welcomes diverse backgrounds and provides entrepreneurship opportunities to millions of people. It further extends to strike the right balance between economic opportunity and dignity of the vocation. Virat plays the role of a coach, encouraging his star team to bring their best to the table at all times; all of this in a cinematic and engaging manner.”
Bringing to light how Uber helps India progress/ move forward, eleven real-life driver partners using the Uber platform to drive are part of this campaign, narrating their stories of progress with the aim of inspiring millions to join this movement. Uber’s India’s brand ambassador Virat Kohli said, “I was super thrilled to meet with these driver partners who work day and night behind the wheel in order to get India moving. This group was truly an interesting blend of people, beyond boundaries, age, gender and religion and the enthusiasm amongst them was infectious. Working with them on a campaign that is aimed at inspiring India move forward in every sense–with cricket as a premise–was an enriching experience. I am happy to be a partner to a company that has committed to keep India moving, not only in its functional sense, but through its progressive and winning values as well.”
Rakhi, a woman driver partner from New Delhi who was part of this campaign said, “It is a pronounced moment for all of us who come from different walks of life and societies to be part of such an exciting campaign. As a woman driver partner, Uber has given me an extraordinary opportunity of becoming my own boss. Hailing from an orthodox family, I have been given the chance to be independent for the very first time, and Uber has been extremely supportive throughout this journey. I sincerely hope that my journey encourages more women to step out of their comfort zones and experience the sweet taste of freedom. Being a part of such a huge campaign with a legend like Virat Kohli is extremely humbling. We are grateful and would like to thank Uber for giving us a platform and bring in a positive change in the way we work and earn a livelihood.”
Uber’s relationship with Madison continues through to 2018, to build and execute the media strategy for this intervention. A strategically staggered multi-platform campaign will target potential driver partners across various digital and on-ground touch-points.