How Uber nailed their first brand campaign in India through the “Art the storytelling”.
India is now the second largest marketplace for Uber. When it entered India in 2013, it had to first change the ideal situation and mind-set of people. People had started hearing about Uber but for all the wrong reasons. They had to win their drivers by breaking their fixed hour wages concept by giving them an opportunity to earn more and flexibility. Also, people had a notion in India that app based taxi hailing companies are more expensive and hence would prefer their regular taxis.
Further when people started trying out Uber, a news broke out stating rape of women passenger by an Uber driver followed by many protests in the capital state leading to banning of Uber for a month. Later, Uber was again in the news for its surge price concept which according to Delhi government was not a fair system. Besides, Uber had aggressive competition from Ola (which already had its presence in Tier 1 and 2 cities), adding new versions of car categories to customers and providing much cheaper rates comparatively. Also, others cab services like Tab Cab and Meru cabs started marketing themselves with no surge charge policy.
Encompassed by such challenges and distrust among the people, how Uber stood out itself and became prominent in the Indian market?
The story behind the campaign
The brand campaign Move Forward shows four unique stories of driver partner and riders based on real-life stories .It talks about different people have different dreams/goals and to chase those Uber is always a part of their journey.
Why I loved this campaign?
- Well, It is just a UBER-AWAY!
Zara Larsson just said it rightly. The campaign showed how different people have different needs. Easy accessibility of Uber makes it a very reliable option .
The Ultimate reason why it caught my attention?
Every brand talks about their Benefits by telling it to their customer. Uber in this campaign shows us the core benefits of Uber but in a form of engaging stories compelling to their audiences.
- Uber moves Shankar talks about the benefit of flexibility where he can manage his both personal and work life. It also says a lot about the characteristics of the driver partner. A driver partner is the one who owns a car, has his own business or job and rely on Uber for second income generator or improving his livelihood. It also gives reassurance to its riders that Uber drivers are different and of high quality than normal drivers and that their journey with them is always interactive and safe.
- Uber moves Shalini & Dharam indirectly promotes its feature of UberPool though meeting new and exciting people.
- Uber moves the Reddys talks about the benefit of Reliability. No matter what the time or the distance, people can rely on Uber for their different needs.
- Uber moves the Aroroas , talks about the benefit of amenities and affordability . Often people have a notion in India that cabs services are expensive but Uber makes sure that riders pay affordable prices plus enjoy amenities like air-conditioning, cleanliness of car, comfort etc. making it an ideal platform.