MUMBAI: Ridesharing app Uber has recently launched an India-focussed brand campaign ‘Badhte Chalein’ which features brand ambassador Virat Kohli. The film, focusing on the driver partner community features Uber’s tenured driver partners from all walks of life.
In India, more than four hundred and fifty thousand people choose to take a ride with Uber 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 Kohli as a coach for the Uber driver partner community, motivating them to maximise their potential and become star performers:
Uber India head marketing officer Sanjay Gupta 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 endeavour 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.”
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 among 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.”
Concept of the brand film is narrated by Kohli which aims to highlight the experiences encountered by drivers daily behind the wheels of an Uber, thus acknowledging behavioural traits of a driver partner that lead to a six-star service. To bring alive Uber’s dream team on-screen, real-life driver partners are featured in the campaign.
Uber’s relationship with Madison continues through 2018, to build and execute the media strategy for this intervention.
