Uber Auto launches campaign to empower working women in India

Uber Auto has rolled out a brand campaign, Badey Iraadon ki Chhoti Sawaari, highlighting various features of Uber Auto that can help working women chase their career aspirations.

In a country where women form nearly half the population, only a fraction join the work force. Two of the biggest reasons being commute distances and dependence on male family members. The new Uber Auto campaign addresses these challenges and breathes new life into the career ambitions of women. With doorstep pick-up and live tracking, Uber Auto, as a daily work commute, helps women be self-reliant.

Ritu Sharda

Ritu Sharda, Chief Creative Officer, Ogilvy Gurgaon, said, “Along with a job interview, women in India must also clear their ‘family waala interview’ before they can start working. It’s a story that has played out in countless homes, where you’re grilled about how far the office is and how you will get there. These questions are well-intentioned, which is why we are being sincere in our response. A lot of young women are going to resonate with the film.”

Manisha Lath Gupta, Marketing Director, Uber India and South Asia, said, “We’re committed to simplifying the lives of our riders by addressing their everyday challenges through multi-modal mobility solutions. We believe that our youth have immense potential, however, lack of safe and reliable commuting options often limits their aspirations. In a small yet meaningful way, we are delighted to support the aspirations of millions of men and women to move forward.”

The campaign will roll out across India in multiple regional languages. It aims to make Uber Auto the vehicle that will carry not just the working women, but their ambitions as well.

The Film:

Credits:

Client: Uber

Agency: Ogilvy

Vice-Chairman, India and CCO South and S.E. Asia: Sonal Dabral

Chief Creative Officer, Ogilvy Gurgaon: Ritu Sharda

Creative Team: Soumya Shiva Nagabhushan, Kartikeya Dixit

Account Management Team: McAlister Peter, Divya Tewari

Planning: Rohitash Srivastava, Vandana Nath

Production House: The Magic Box  

Director: Sandeep Yadav

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