Baddie on a bike: Travis Head takes the bypass

Riding high on cricket fever, Uber India has launched a new campaign for its bike taxi offering, Uber Moto, with Australian cricketer Travis Head stepping into the spotlight—not as himself, but as the latest anti-hero in town.

Conceptualised and executed by FCB India and Uber, the campaign introduces Head as the ‘Hyderabaddie’, a playful nod to his no-nonsense Aussie swagger set against the backdrop of Hyderabad’s vibrant culture. The campaign leverages Head’s badass image to have some fun and play some bold pranks on other city teams. It kicks off with a high-energy musical teaser, channelling the drama and flair of a quintessential anti-hero entry.

From there, a series of films follow Travis and his gang of 'Baddies' as they pull off cheeky pranks on rival teams—always making a quick, stylish getaway on Uber Moto. Each escape not only adds to the entertainment but cleverly showcases the speed, accessibility, and reliability of Uber Moto in a fun and memorable way.

Ameya Velankar, head of marketing at Uber India said, “We know that motorbikes are the preferred mode of transport in India, especially for younger consumers. Uber Moto is a perfect solution for our time-crunched consumers and we promise to offer a quick Uber Moto ride within 3 minutes. The campaign is designed to bring this value proposition to life in a very bold, never seen before avatar, leaning into the cricketing season with a cultural symbol who is looked upon with awe by many Indians, Travis Head. What better than a quick Uber Moto rider to escape from the ‘crime scene; of bold pranks he and his bunch of ‘Hyderabaddies’ play on other city teams.”

Mayuresh Dubhashi, chief creative officer at FCB India, added, “Travis Head has a ‘special’ relationship with Indians. And we wanted to ride on the cultural fuel around his persona to drive a disruptive campaign for Uber Moto. We cast him as the Hyderabaddie and the campaign shows how he gets away with wreaking havoc, or playing pranks thanks to Uber Moto.”

The full campaign will roll out across digital platforms, OTT, cinema and TV during the 2025 IPL season.

Campaign’s take: Cricket in India isn't just a sport—it’s a full-blown national obsession, often bordering on religious fervour. Nowhere is this more vividly on display than the IPL, where loyalties run deep and rivalries get personal.

Tapping into this frenzy, Uber Moto’s new campaign starring cricketer Travis Head and an opener for Sunrisers Hyderabad as the swaggering ‘Hyderabaddie’ isn’t just another celebrity ad. It’s a cheeky, social-first riff on the madness of the IPL and the tribalism it inspires.

Conceptualised by FCB India, the campaign kicks off with a high-octane teaser showing Head cruising Hyderabad’s narrow bylanes, dripping in gold chains, while adoring fans throw themselves (and their placards) at him. It’s street-level pageantry meets local flair, set to a punchy Hinglish track. The prank war escalates when Head defaces a rival team’s name with ‘Royally challenged’ graffiti—subtlety clearly benched for this match.

Each film in the series follows Head and his gang as they stir up IPL mischief, always making their escape on Uber Moto. Beneath the antics lies a clever plug for the brand’s speed and ubiquity—no sermon, just street smarts.

For agencies and marketers, this campaign comes as a reminder that when cultural currency is high, leaning into the chaos—with style—can leave a lasting mark. And stand out in the clutter that is IPL season.

Credits:

• Agency: FCB India
• Brand: Uber India
• Group CEO, FCB Group India and South Asia: Dheeraj Sinha
• Chief executive officer: Ashima Mehra
• Chief creative officer: Mayuresh Dubhashi
• National creative director: Udayan Chakravarty
• Creative team: Sharik Hassan, Abhinandan Dey, Deeksha Bhatt, Marlyn Pereira, Bhagyashree Kotwal, Shubham Bisht, Aastha Gandhi
• Brand management: Priyanka Magan, Preksha Shinde, Tanya Sahni, Sahil Nagpal
• Strategy team: Mallika Yamdani, Shreya K
• Uber brand team: Andy Morley, Adam Ledbury, Ameya Velankar, Tanya Malhotra
• Production house: 456 Studios
• Director of production and head of 456 Studios - Aanandita Banerjee
• Director: Lendrick Kumar
• Executive producer - Vaishakhi Traynor
• Senior producer: Zeeshan Kazi
• Director’s producer: Rudra Mawani
• Cinematography: Nagaraj Rathinam
• Production design: Vatsal Dhamani
• Music: Kalmi