Creative Dive: Uber Auto – Haillables 2.0 | Saath Chale by FCB India

The campaign focused on real-life stories of individuals overcoming challenges to create an emotional connection with the audience.

Client

Uber India

Agency

FCB India

Date

April 2023

market

India

Campaign Background

FCB India created the Uber Auto campaign aiming to celebrate the stories of three inspirational individuals who have defied mobility challenges and pursued their dreams. Through the campaign, the agency positioned Uber Auto as a reliable and empowering mode of transportation that supports individuals in achieving their goals.

They highlighted the stories of Yashasvi Jaiswal (India U-19 cricketer), Mehnrunissa Shaukat Ali, India’s first female bouncer, and T. Natarajan, (the King of Yorker). “These Unstoppable Indians challenged the status quo and did not let mobility challenges hinder their progress,” said FCB India. “We showcased their determination and resilience, illustrating how they overcame obstacles and achieved success.”

The campaign successfully brought these stories to life. The campaign slogan, “Jo kal ko badalne chale, Uber Auto unke saath chale” encapsulated the campaign’s spirit.

The Work

Deeper Dive

FCB India

What market insights drove the creative inspiration behind the campaign?

Uber Auto campaign’s marketing insights focus on storytelling, emotional connection, empowerment, and leveraging relevant cultural and sports icons. By tapping into these elements, the campaign aims to create a meaningful and inspiring narrative that resonates with the target audience in India.

The campaign’s focus on real-life stories of individuals overcoming challenges creates an emotional connection with the audience. By highlighting their determination and resilience, the campaign taps into the audience’s aspirations, inspiring them to believe in their own ability to overcome obstacles.

How did the campaign evolve creatively?

The challenge this time around was creating a campaign that was a successor to the last one, yet individualistic enough to stand on its own. We were determined to use real stories in a more involved way this time. We decided to ground the campaign by introducing the real people behind the stories and bring the drama through the film treatment.

  • Like the previous campaign, we created special versions of the Bollywood song, “Jo sochein, jo chahein, woh kar ke dikha dein…” The song worked as the perfect anthem that showcased the indomitable spirit of these unstoppable Indians and aided in showcasing how Uber Auto played a pivotal role in their journey.
  • We thus ended up creating films that not just told the real stories of these inspirational people, but also were high on entertainment and engagement.

Can you tell us about some of the challenges in putting the campaign together for launch?

Putting together a campaign like the Uber Auto campaign involves several challenges.

Identifying the right individuals: Finding inspirational individuals whose stories align with the campaign’s message can be a challenge. It requires thorough research and understanding of different industries and fields to identify individuals who have defied mobility challenges and achieved success.

Gaining permission and cooperation: Once the individuals are identified, gaining their permission to feature their stories in the campaign and ensuring their cooperation throughout the process can be a hurdle. It involves convincing them about the campaign’s objectives and the positive impact it can have on society.

Storytelling and messaging: Crafting compelling stories that effectively communicate the challenges faced by these individuals and how they overcame them: requires skilled storytelling. It is important to strike the right balance between showcasing their achievements and conveying the message of Uber Auto as a reliable and empowering mode of transportation.

“The campaign’s success relied on its ability to create a personalized and relatable experience for the audience, leveraging the popularity of sports figures and the diverse backgrounds of the featured individuals.”

Coordination and collaboration: With Uber global getting involved, there was a need for coordination and collaboration between multiple teams, including the Indian team responsible for the campaign’s execution and the global team overseeing brand guidelines and standards.

Approval processes and decision-making: With multiple stakeholders involved, there were additional layers of approval processes and decision-making. This resulted in a longer turnaround time for getting approvals and finalizing campaign elements. Coordinating feedback and incorporating changes from different teams can introduce delays and increase the complexity of the campaign launch, given that the IPL season was already ongoing and we had to go live at the earliest possible.

What were the results in terms of your client and your agency’s KPIs?

The campaign’s success relied on its ability to create a personalized and relatable experience for the audience, leveraging the popularity of sports figures and the diverse backgrounds of the featured individuals. By celebrating the resilience and determination of Unstoppable Indians, the Uber Auto campaign aimed to inspire and empower the audience to change their own destinies through the support of Uber Auto.

Campaign KPIs ( first 15 days):

  • +4.3% Ad Recall
  • +2.3% Awareness
  • +1% Consideration

Campaign Credits

CREATIVE:

Abhijeet Ray | Group Creative Director | FCB India
Moumita Pal | Sr. Creative Director
Esha Bisht | Sr. Copy Writer
Deeksha Bhatt | Sr. Copy Writer

ACCOUNT MANAGEMENT:

Tanisha Sharma | Vice President | FCB India
Shubhangi Jha | Sr. Brand Services Manager | FCB India
Vritika Thareja | Sr. Brand Services Manager | FCB India

FILMS TEAM

Mazhar Ajaz Khan | Agency Producer
Alpa Jobalia | National Films Head

PRODUCTION HOUSE: Green Grass Films

Anaam Mishra | Director
Rachita Chaudhary | Producer
Aakash Sharma | Co-producer

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