We want people to choose Uber as their mobility option: Sanjay Gupta
Ridesharing app Uber has rolled out 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, four years after the company forayed into the country. The campaign has been conceptualised by Taproot Dentsu. Madison has executed the media strategy.
Reinforcing that Uber is an everyday ride for everyone, the campaign 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 is a service one can rely on as if it were their own – true to the tagline: ‘Isey Apni Hi Gaadi Samjho’.
Sanjay Gupta, Head of Marketing, Uber India, elucidated, “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. This campaign is our first step towards reframing the narrative around personal mobility and freedom for millions in India.”
Elaborating on the campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, said, “Being a regular Uber user, I can vouch for the fact that it has 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’.”
A multi-platform campaign, Uber has gone digital-first, using Facebook and YouTube as the primary channels, followed by 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, commented, “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.”
Speaking more on the objective of the campaign, Sanjay Gupta said, “If we look at the genesis of Uber in India, the product marketing is really strong, because people share their amazing stories and experiences of their Uber rides. We have completed our four years and have been successfully operating in 29 cities, which is a very large and wide range. There are many people who use Uber frequently, but on the other hand, there are some who still reserve or use Uber occasionally, because till today they think more about ‘Taxis’. Thus, the main objective of this campaign is to make Uber everyday for everyone and with the concept of ‘Apnapan’ and reduce the indulgence factor associated with hailing an Uber cab.”
On the factors that have contributed towards the growth of Uber in India, Gupta said, “Basically, there are two components which have worked for Uber globally and continued very strongly in India as well. The very first factor is the product market fit, where riders think that this is the best medium for travelling and driver-partners think that this is a better way to earn an income. Secondly, it’s an experience platform for both riders and driver-partners to share their experiences, which have taken Uber to a whole new level.”
However, the road has not been with challenges. According to Gupta, the primary challenge has been how to make Uber ‘every day’ for everyone in India. Therefore, the campaign showcases people using Uber for a variety of occasions – be it commuting to and from one’s workplace, or for a shopping trip, or on a festive occasion, or a visit to the doctor or even just to buy vegetables from the market.
“Our only focus is to develop the market and evolve people to move or choose Uber as a mobility option,” Gupta affirmed.