Uber ropes in Kalki Koechlin for new campaign #ParksNotParking

The campaign aims to raise awareness about the perils of congestion and pollution in cities, and talks about the need to build parks

by exchange4media Staff
Published - Jun 22, 2019 10:18 AM Updated: Jun 22, 2019 10:18 AM

Sustainability and the idea of rethinking urban planning and spaces is the inspiration behind Uber India’s new campaign #ParksNotParking. The campaign aims to raise awareness about the ills of growing congestion and pollution in cities which is turning many of them into giant parking lots, thereby underscoring the urgent need to better utilise urban spaces for building parks. Besides providing much needed oxygen, parks will also provide residents and sports enthusiasts the space to play. 

Uber has roped in actor Kalki Koechlin for the campaign. Announcing the Mumbai leg of the campaign, Koechlin said: “I am proud to be associated with Uber on their new initiate #ParksNotParking which is encouraging people to rethink their commuting decisions and opt for a more sustainable lifestyle. Green spaces are rapidly depleting to make way for concrete jungles in the city as a result of which the much loved ‘gully cricket’ is losing its popularity. I urge Mumbaikars to adopt more environment-friendly choices and consider smarter and shared mobility.”

Rapidly rising urban populations coupled with increasing private car ownership have restricted green and playing spaces. The much loved “gully’’ cricket, which has enabled millions of Indian children to enjoy the game and helped build India’s cricketing prowess is losing popularity. Uber hopes its campaign #ParksNotParking will shape a movement to restrict parking and reignite passion for gully cricket.

As an official partner and sponsor of the ICC Men’s World Cup 2019, Uber will cash in on the ongoing excitement for cricket by launching a digital-first campaign, supported by exciting on-ground activations across Mumbai, Delhi and Bengaluru. Cricket nets will be set-up in high footfall areas in Kala Ghoda in Mumbai, South Extension in Delhi and Phoenix Market City in Bangalore to encourage residents to play the game and more importantly, rethink how we can build more sustainable cities.

Speaking about the campaign, Manisha Lath Gupta - Marketing Director, Uber India & South Asia, said, “Increased car ownership is robbing cities of their parks and much needed green spaces. Through our #ParksNotParking campaign, we aim to educate and encourage citizens to choose smarter and shared mobility solutions. Just as cricket builds bridges and helps people come closer together, we remain confident our initiative will build communities united by a vision of promoting more sustainable lifestyles.”

Dr. Yasmin Haque, Representative, UNICEF India, said, "As UNICEF we believe that every boy and every girl has the right to play in a safe space. A well designed, well managed and safe play environment that puts children first is fundamental for a happy and healthy childhood. Every child regardless of their ability should have access to quality play and safe spaces, especially children in urban areas. Play is an important part of a child’s social, physical, intellectual, creative and emotional development. For every child, a playground for a better future.”

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