Uber launches Move Forward, its first brand campaign in India

Conceptualised by BBH India, the campaign is inspired from real life anecdotes and traces a day in the life of an Uber driver

BestMediaInfo Bureau | Mumbai | September 22, 2016

Click on the Image to watch the TVC.

Uber has launched its first-ever campaign in India called Move Forward. The smartphone app that connects riders with drivers has partnered with BBH India for conceptualisation and execution of the campaign.

Inspired by stories the company has heard from its riders and drivers, the campaign demonstrates the way in which Uber has empowered Indians across strata of society.

The campaign, derived from real life anecdotes, traces a day in the life of an Uber driver. The film, called 'The Test', follows Uber driver Shankar and a little girl. Shankar is on a mission to help the little girl reach school on time as she has a test that day. It is however revealed in the end that the little girl is indeed Shankar's daughter. The film ends with the message “Shankar moves forward, Uber moves Shankar”.

Ashwin Dias

Commenting on the first campaign, Ashwin Dias, General Manager, Uber, said, “We are excited to launch Uber India's first brand campaign 'Move Forward' which is inspired by true stories about empowerment. At Uber we are deeply committed to enabling our driver partners to improve their livelihoods; and giving our riders the freedom of mobility. In this brand campaign in partnership with BBH, we have brought to life our product through stories which will resonate with millions of Indians across the country.”

Arvind Krishnan

“Uber came to us with a very clear challenge: create work that is true to Uber but will drive a step-change in adoption. To help scale the service in India (and possibly, beyond) we had to create an organising idea that will work for driver partners as well as for riders. We worked hard on uncovering the voice of Uber and the rest of the campaign flowed from there. The team had to don many hats in this process and having an energetic, digitally native team made it memorable,” said Arvind Krishnan, Managing Director, BBH India.

Russell Barrett

Speaking about the experience of working with Uber, Russell Barrett, Managing Partner and Chief Creative Officer, BBH India, said, “Working on a brand like Uber has been an amazing experience. Given how ubiquitous the service has become we had hundreds of ideas but we decided to go with this concept because people will be able to relate this to their own Uber experiences. It's a simple yet powerful idea.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/09/Uber.jpg

Credits

Client: Uber

Agency: BBH

CCO and Managing Partner: Russell Barrett

Managing Director: Arvind Krishnan

Head of Planning: Sanjay Sharma

Creative Director: Sapna Ahluwalia

Copywriter: Yohan Daver

Art Director: Sapna Ahluwalia

Business Head: Anish Kotian

Planning Director: Yudhishthir Agrawal

Executive Producer: Rahul Kulkarni

Sr Business Partner: Rajat Pandey

Business Partner: Nabanita Chatterjee

Director: Shamik Sen Gupta

Production House: Black Sheep Live

DOP: Karthik Vijay

Executive Producer: Niddhish Puuzhakkal

Info@BestMediaInfo.com

Info@BestMediaInfo.com