In Uber's first brand campaign to launch in India, a man drives his young daughter to school as she revises for a test. The car is smart and new, and so's her uniform, as she sweetly asks her Dad some of her revision questions whlie they manouevre through traffice. Unlike her, he doesn't know the capital of Mongolia, but other than this tiny hint we don't know the extent of how her life will be perhaps different from his, till he drops her off at what seems like a plush-looking private school, and he sets off for his day as an Uber driver.
The tagline for the campaign is "Move foward" and creative agency BBH India set out to show how Uber is moving lives forward and empowering people in India -- for example, by giving this father a job and transport to help educate his child. Russell Barrett, Managing Partner and Chief Creative Officer at BBH India, said; "People are doing brilliant things across the country right now. People from every walk of life, from every strata of society are moving forward in fantastic ways and Uber, as a service is right there, being the vehicle for their ambitions and dreams.
The campaign will comprise digital, print & outdoor media, with the film produced by BBH's production arm Black Sheep Live and directed by Shamik Sen Gupta.