Uber Auto celebrates ‘resilient aspirers’
The campaign, conceptualized and produced by FCB India, features cricket sensation Yashaswi Jaiswal, international cricketer T. Natarajan, and the country’s first female bouncer Mehrunissa Shaukat Ali
Uber has launched a new integrated brand campaign for its three-wheeler mobility product – Uber Auto, to drive awareness and recall for the fast-growing category. The campaign shines a light on the journey of some of India’s ‘resilient aspirers’ - rising cricket sensation Yashaswi Jaiswal, Indian international cricketer T. Natarajan, and the country’s first female bouncer Mehrunissa Shaukat Ali to draw parallels with the users of its product category who are passionately chasing their dreams regardless of the odds.
The campaign connects the three stars, each of whom had a humble beginning in life, to Uber Auto, a product used by millions of Indians who are resilient aspirers in their own way. The campaign spotlights how challenges of everyday commute should not keep one away from chasing their dreams and by reimagining mobility for all, Uber is helping people realise their true potential.
The ad films based on the real life stories of Yashaswi Jaiswal, T Natarajan, and Mehrunissa emotively convey their struggles, their grit, their concerns, and their belief in themselves while overcoming life’s hurdles.
Ameya Velankar, Head of Marketing, Uber India and South Asia, said, "At Uber, we are constantly reimagining the way we move people for the better. Through our affordable product, Uber Auto, we aim to make our platform accessible to millions of resilient aspirers in India who are constantly striving to fulfill their ambitions. Our campaign celebrates the spirit of those who are willing to extend themselves & question the status quo. The stories of Yashaswi, Mehrunissa, and T. Natarajan truly represent this spirit. They emerged from humble beginnings & have gone on to ace their respective fields. It is our tribute to all resilient aspirers in the country.”
Since its launch, Uber’s affordable mobility option - Uber Auto has seen exponential growth, particularly in Tier 2 and Tier 3 cities across the country. Uber Auto is available across 61 cities and growing.
The campaign was conceptualized and produced by FCB India. The videos have been launched as part of a multimedia campaign, being run across several online and offline platforms.
