'We have achieved the scale to be on television': Uber CMO on first TVC

Uber has rolled out its first TVC in India. The film has been conceptualised by Taproot Dentsu and is themed around the intimacy the company shows for its customers. 

 

It shows how those riding in an Uber are made comfortable with the drivers looking to take care of them.

 

Speaking with Campaign India, Sanjay Gupta, head - marketing, Uber India, said, "In the four years we have operated in India, we have seen most of our growth through word-of-mouth. We are now present in 29 cities across India and have achieved a total of five million trips. So, the scale we are operating at is much bigger now. Television enables us to reach a wider audience. Television also allows better passive storytelling. We wanted to concentrate on the 'human connections' bit and that is what we have shown in this film."

 

Gupta further stated that the team has been working over the past four months after having spoken to customers and drivers.

 

Pallavi Chakravarti, executive creative director, Taproot Dentsu, said, "Being a regular Uber user, I can vouch for the fact that it’s changed my life. It’s rare to work on a campaign where the idea is true to the brand and the service, where you don’t have to create a story because the real thing IS the story. 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. So we’ve attempted to capture the Uber way of life through a simple thought around Apnapan."

 

Uber had recently appointed Madison as its media agency. Gupta informed that this film is part of a campaign that will be running for the next 24 months. The film also has a longer version for digital. The campaign will be extended to radio too.

 

Vikram Sakhuja, CEO, Madison, said, "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 it is being appreciated and used by people in various countries across the world "