Uber, the smartphone app that connects riders with drivers at the push of a button today released its first brand campaign in India - Move Forward. The campaign is inspired by stories Uber has heard from its riders and drivers and demonstrates the way in which Uber has empowered Indians across strata of society. The spectrum of influence Uber has had ranges from the everyday commute to life changing opportunities like helping drivers educate their kids.
Uber has partnered with BBH India to help conceptualise and execute this campaign. With real life anecdotes, the campaign traces the day in life of a driver partner and its riders while highlighting the role that Uber plays in their day to day life to make it more enriching and meaningful. The campaign's core reflects how Uber is providing a platform to strive to move forward - giving riders the freedom of mobility to have an accessible, affordable and reliable option; giving driver-partners a livelihood with dignity that they pride themselves with and the progress they are making as they become their own boss and micro-entrepreneurs and celebrating the spirit of Indian cities and saluting the dreams, aspirations and successes of the people.
Ashwin Dias, General Manager at Uber, said “We are excited to launch Uber India’s first brand campaign ‘Move Forward’ which is inspired by true stories about empowerment. At Uber we are deeply committed to enabling our driver partners to improve their livelihoods; and giving our riders the freedom of mobility. In this brand campaign in partnership with BBH, we have brought to life our product through stories which will resonate with millions of Indians across the country.”
Arvind Krishnan, Managing Director, BBH India said “Uber came to us with a very clear challenge: create work that is true to Uber but will drive a step-change in adoption. To help scale the service in India (and possibly, beyond) we had to create an organizing idea that will work for driver partners as well as for riders. We worked hard on uncovering the voice of Uber and the rest of the campaign flowed from there. The team had to don many hats in this process and having an energetic, digitally native team made it a memorable one.”
Speaking about the campaign, Russell Barrett, Managing Partner and Chief Creative Officer at BBH India, said, “Working on a brand like Uber has been an amazing experience. Given how ubiquitous the service has become we had hundreds of ideas but we decided to go with this concept because people will be able to relate this to their own Uber experiences. It’s a simple yet powerful idea.”
“The idea: People are doing brilliant things across the country right now. People from every walk of life, from every strata of society are moving forward in fantastic ways and Uber, as a service is right there, being the vehicle for their ambitions and dreams. The first film called ‘The Test’ is one such story. It’s a story of a driver, who we realize only later is an Uber driver and a dad. It’s a story that could very well be the story of any one of the thousands of Uber drivers across India. We hope, that as the campaign unfolds, we are able to tell more and more stories about people who are themselves moving forward,” he added.
This will be a multi-platform campaign comprised of digital, print & outdoor. The films have been produced by Black Sheep Live, BBH’s agile production arm.