Uber drives its progressive brand positioning ahead

Uber, the ride-sharing app that is redefining urban mobility across the world, unveiled its new brand campaign with brand ambassador Virat Kohli. The baseline, ‘Badhte Chalein’, is built around the brand’s new positioning that is intended to build Uber as an enabler of movement, that is culturally progressive. The campaign conceptualised by Ogilvy, aims to reiterate its effort to make Uber an everyday, aspirational brand for millions of riders and drivers in India. It positions Uber as a brand that is beyond transportation from point A to point B, reinforcing Uber’s role as an enabler of opportunities for hundreds of thousands of driver partners and riders in India. This six-month multi-platform campaign, will span across ATL channels as well as on OOH.

Sanjay Gupta, Head of Marketing, Uber India, said, “Uber connects millions of people in India to their destinations each week. That said, each trip represents more than just a physical journey – it’s a step forward in the larger journey of their lives. This is not just a brand idea – it’s happening on the ground, across India, every day. This brand position is as intrinsically human as the millions of people who ride with us each week, and each of their pursuits. The communication has been designed to be progressive in thought, aspirational in spirit, widely-relatable in manner. And with Virat – perhaps India’s most inspiring model of personal progress – Uber has found a partner at the crease who embodies the drive we share with millions across India. The breadth of communication built around this idea across ATL, digital and owned media, will cement our positioning and bring it to life.”

In this campaign, Virat plays the role of the brand’s voice to help build Uber’s narrative in India. Set against Virat’s narrative, the commercial showcases four real life inspired examples of riders using Uber in different contexts, to pursue what gives them purpose. The ad features a visually-impaired rider, an expectant couple rushing to the hospital, a young female doctor commuting to work and an independent mother taking her daughter to an early morning judo class.