Penguin and Uber promote reading over doomscrolling for Delhi commuters

Penguin Random House India and Uber have joined forces to launch the #UberReads campaign, aimed at encouraging reading amongst Delhi’s bus commuters. As residents of the city opt for Uber’s newly launched EV shuttle bus for their daily transportation, they will find a library of popular titles from Penguin available on-board, which gives them the chance to rediscover the joy of reading.

This month-long initiative aims to inspire riders to choose a book over doomscrolling on their smartphones during their journeys, promoting mindful reading habits. The campaign will feature #UberReads branded EV buses on predefined routes in Delhi, covering some of the most frequented commute routes between business districts and large residential areas. Riders are encouraged to pick a book of their choice, enjoy it during their journey, and place it back for the next reader before exiting the bus.

Gaurav Shrinagesh, CEO—India, SEA and MENA at Penguin Random House, added, “At Penguin, we believe in the transformative power of reading and the importance of keeping this habit alive in our content-crowded world. We are thrilled to partner with Uber in this innovative initiative, demonstrating that reading can happen anywhere, even on the go. This partnership is a testament to the creative possibilities when two brands come together with a shared vision."

He further commented that this campaign ties in well with Penguin's goal to be involved in sustainable practices and initiatives. As an ecologically conscious company, it recently started the transition to recyclable paper to publish its books and has made many sustainable changes in its operations to reduce its carbon footprint. “The introduction of EV shuttle buses by Uber aligns with Penguin's commitment to sustainability, making this partnership not only a literary endeavour but also an environmentally responsible one,” Shrinagesh said.

Amit Deshpande, head—high-capacity vehicles, Uber India and South Asia, commented, “Uber Shuttle helps get more people to travel in fewer vehicles, all with the comfort, convenience, and safety that Uber has brought to everyday commute. By bringing to life #UberReads through our partnership with Penguin, we want to remind people of the conscious choices that are wholesome in more ways than one.”

Campaign’s take: New research from the Health Communication journal highlights that the urge to constantly browse the web, also known as doomscrolling, can have negative effects on both mental and physical health. The 2023-24 Economic Survey also notes that unchecked internet use especially by kids can lead to issues ranging from excessive social media use to serious problems like cyberbullying.

On a brighter note, the #UberReads campaign is blending Penguin’s rich book collection with Uber’s transportation services for an exceptional reading experience during rides. And it is a win-win all around.

Penguin gets to spotlight its diverse selection of books, while Uber encourages riders to consider reading rather than just scrolling on their phones or opting for different ride options. Most importantly, commuters get the much-needed opportunity to enjoy a digital detox and immerse themselves in a good book. Hopefully, as Uber expands its shuttle services to other cities, more Indians can spend times flipping through books than thumbing mindlessly through their digital screens.