Uber launches its first TVC in India

Uber smartens up its marketing strategies

Uber announced the launch of its integrated marketing campaign and TVC in India on Wednesday, according to a press statement. The company has come up with the idea of Apnapan as its core theme. The campaign aims to build an everyday brand relevance and reframe personality. 

Sanjay Gupta, head of marketing, Uber India, said, “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.”

“We did a lot of research off late. This was to co-create our communication strategy, and build out the idea of Apnapan in the truest sense. We’re super excited to launch this campaign, as it’s our first step towards reframing the narrative around personal mobility and freedom for millions in India. 


The campaign conceptualized by Taproot 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. It reinforces the tagline Isey Apni Hi Gaadi Samjho.

Pallavi Chakravarti, executive creative director, Taproot Dentsu, said,"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.

 Uber recently partnered with Madison to execute the media strategy. A multi-platform campaign, Uber’s digital-first approach will see Facebook and Youtube as primary channels. The TVC and radio campaigns will be available in multiple languages like Hindi, Marathi, Bengali, Kannada, Tamil and Telugu.

Vikram Sakhuja, CEO, Madison added, "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 "

With Uber strategizing its marketing gimmicks in India, do you think this would provide a stiff competition to rival Ola?

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