Uber launches #LeaveYourCarBehind campaign to help clear the air in Delhi
Manisha Lath Gupta, Head of Marketing, Uber India & South Asia, talks to us about the insight, marketing mix, and marketing spends of the campaign
India’s capital, Delhi is going through a grave crisis in terms of poor air quality and the government is doing its part to curb pollution with less traffic on the road with the odd-even rule. Keeping this issue in mind the brand Uber, on 4th November launched the #LeaveYourCarBehind campaign. This campaign aims to promote the importance of shared mobility in an effort to make Delhi's air cleaner. The 360-degree campaign aims to inspire its consumers to choose options such as ridesharing and carpooling, instead of the one-person-per-car routine.
Also, from all metro stations in Delhi, the brand has set up a system where the consumer who opts for an Uber Auto or Uber Pool can avail a 15% discount with the promo code ‘Delhi Clean Air’ urging people to clean the air of Delhi by sharing transport.
Uber’s brand messaging has been on par with spreading awareness about pollution. In June, this year the brand launched the campaign #ParksNotParking, roping in Kalki Koechlin as the brand ambassador to spread the message of the perils of congestion and pollution in cities, and talks about the need to build parks.
Manisha Lath Gupta, Head of Marketing, Uber India & South Asia spoke to us about the insight, marketing mix, and marketing spends of the campaign.
Insight into #LeaveYourCarBehind
The odd-even campaign by Uber is in line with the Delhi government's campaign which aims to reduce air pollution. Every year after Diwali the air quality is low in Delhi. Delhites have a good metro network. Delhi is well poised with all mobility solutions to take you from point A to point B without needing your own private vehicle. Across metros, buses and other modes of transport, Uber also offers Uber Auto, Pool and Moto.
Uber has launched this outreach campaign #LeaveYourCarBehind which is our way of decongesting and clearing the air in Delhi.
The agency for this campaign
Dentsu Webchutney is the agency that has worked with us on the campaign. The in-house team of Uber has worked closely in collaboration with the agency for the creatives. Webchutney has worked with us previously as well on many campaigns.
The impact that this campaign will bring about for Uber
We want the consumers to update the mobility operating system of Delhi. We believe that to be more sustainable we have to use public transport and that is the goal that we want to bring about. With this campaign, the consumers will leave their private cars behind and take public transport or use Uber Pool which will help in clearing the air in Delhi.
Marketing mix of the campaign
The marketing mix of the campaign is multimedia. The print ads have been rolled out and we have a few more creatives that will be rolled out in the coming 3-4 weeks. We also have a strong OOH campaign encouraging consumers to #LeaveTheirCarBehind. We have also invested in Radio, we believe that RJ’s have credibility to reach out to citizens. Lastly, we have a strong social media and Digital plan as well, where we have curated short videos reminding consumers that no matter what, whether it is a commute to work or an outing, to use public transport to travel.
Marketing spends on the campaign
It is a well-balanced plan. It is evenly balanced from an impact and a reach point of view, across all four media platforms.
When you leave your personal car behind, you leave behind much more than just one car. Choose public transport, or pick from Uber's CNG fleet and #LeaveYourCarBehind, to ride towards cleaner air and a better future for Delhi. pic.twitter.com/0zGeDbaetW— Uber India (@Uber_India) November 4, 2019
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