Uber India’s Shroff duo campaign: Throwback vibes meet millennial swag

Uber India's latest campaign is aimed at positioning the brand as the go-to solution for all travel hassles, bringing an entertaining perspective through an inter-generational story. Conceptualised by FCB India and produced by Fuel Content, it highlights how Uber simplifies travel in today's fast-paced world. It is also the first time that actors Jackie Shroff and Tiger Shroff share a heartwarming father-son banter on screen.

In the campaign, Jackie, representing the older generation, reminisces about his time's 'glories of struggle'. In contrast, Tiger, representing the ease of the modern day, books an Uber and moves on with ease.

This light-hearted interaction showcases the evolution of travel, underscoring Uber's role in removing the complexities and frustrations associated with it. Leveraging the popularity of this father-son duo, Uber conveys its message in a way that resonates across generations, proving once again that it is the ultimate travel companion.

On the launch of campaign, Ameya Velankar, head of marketing, Uber India said, “Uber has fundamentally transformed the way we travel, bridging the gap between generations with solutions that cater to diverse needs and challenges. While we know that struggle is good in life, it toughens us up, Uber believes that there’s always a simpler way to move—literally at the tap of a button.”

“Nothing moves Indians like a story rooted in a cultural truth, and no one moves Indians from point A to B better than Uber. This campaign is all about these two truths; one about the inter-generational notions of struggles and what they mean in life and the other about how hassle-free it is to travel with Uber. And helming these stories are Jackie Shroff and Tiger Shroff, together for the first time ever—a marketing coup in itself,” added Mayuresh Dubhashi, chief creative officer at FCB India.

The integrated campaign It will run for approximately 20 weeks across various channels including OTT, TV, OLV, OOH, digital and social, along with activations to engage consumers directly.

Campaign’s take: Uber’s latest ad campaign brings together Bollywood’s beloved father-son pair, Jackie and Tiger Shroff, in a clever, nostalgia-tinged showdown of old-school struggles versus new-age ease. It’s a generational tug-of-war, with Jackie’s classic humour contrasting Tiger’s modern-day cool, painting a clear picture: commuting used to be a hassle, but Uber makes it as smooth as swiping right.

The campaign taps into a universal truth—how travel has evolved. Jackie’s character reminisces about the grind of catching a ride back in the day, while Tiger breezes through his commutes with Uber Auto, Moto, and the newly launched Uber Shuttle, making it look effortless. The ad doesn’t just sell convenience; it celebrates the tech-fuelled freedom of today’s generation, while winking at the audience who’ve lived through the more chaotic days of travel.

Sure, the ad leans heavily on star power, but it works. Jackie’s relatable charm blends perfectly with Tiger’s appeal to Gen Z and millennials, creating a multigenerational narrative that resonates across age groups. Plus, the stats don’t lie—nearly 90% of respondents, regardless of age, agree that tapping a phone for a ride is the new definition of convenience.

However, beneath the fun father-son banter, there’s a subtle critique—Uber’s reliance on the ‘tap and go’ message could risk oversimplifying the complex, sometimes glitchy realities of urban transport. While the ad glorifies tech-driven ease, it skirts around some of the very real issues users face, like surge pricing or availability woes, especially in densely populated areas.

In a nutshell, Uber nails the ‘then versus now’ narrative, wrapping it in nostalgia and star power, but the glossy portrayal of commuting ease might leave some viewers wishing for a bit more real-world grounding. Still, the campaign successfully cuts through generational divides, making Uber a relatable solution whether you’re reminiscing about the good old days or swiping for your next ride.