Uber India has launched a campaign, ‘Bas Socho Aur Chal Pado’ (just think and start moving) comprising four films to drive awareness about its affordable travel categories like Uber Auto and Uber Moto, which help people with travel at a convenient fee.
Conceptualised by FCB India, the campaign features real-life stories of people who overcame hardships and chased their dreams, by travelling to get them, regardless of all odds. ‘Cafe Delite’ (above) features a man with a speech and hearing impairment, who overcomes various obstacles to land a job as a cafe manager. In the end, he takes his mother in an Uber Auto, to show her around the place he landed the job. ‘Runaway Bride’, tells the story of a woman who had to answer an exam on the same day as her wedding. It shows an Uber Moto dropping her, to help her reach her destination quicker.
‘Return to Work’, is about a young mother who does not let motherhood take her career away from her. She is seen taking an Uber auto to work, while caressing her baby and nursing her, all at the same time. When she reaches the office, her boss welcomes her by putting her name alongside her baby’s on the door.
The film titled ‘Blood Donation’ showcases a young man who finds a way to donate blood to his friend’s father, before he can go for a job interview. It highlights Uber Moto’s proposition of moving effortlessly through traffic.
Ameya Velankar, head of marketing, Uber India South Asia, said, “At Uber, we are constantly reimagining the way we move people for the better. Hailables are a big part of our expansion and growth strategy and within a short span of time, these categories have emerged as the prefered choices of our consumers. Through our affordable hailables product portfolio, Auto and Moto, we aim to make our platform accessible to millions of resilient aspirers in India who are constantly striving to fulfill their ambitions and make life better for their loved ones. Our new campaign celebrates the indomitable spirit of these resilient aspirers by bringing forth their real stories, and how we plan to partner with them in their everyday journey.”
Surjo Dutt, CCO, FCB India, said, “Uber and FCB dreamt a dream together! This campaign was culled out of hundreds of consumer conversations, socio-cultural insights and real-life stories, done in TVC and short digital formats with all the entertainment, engagement and duration discipline the formats demand. After a monumental team effort, the output has been even better than what we could have imagined. The ‘go get it’ platform that is so elemental in our Uber Auto and Moto strategy has come to life in these beautiful, well-produced and simple stories. With the customer squarely at the heart of every story and Uber as their mobility partner, the campaign is truthful, simple and engaging. I am hopeful and confident that this will add another shiny layer to this magically human brand called Uber.” The campaign is being rolled out across digital, TV, cinema, OOH and OTT.
Source: Campaign India