Uber draws parallels from real-life stories of 3 ‘resilient aspirers' for Uber Auto's new campaign

Uber has launched a new integrated brand campaign to drive awareness and recall for its three-wheeler mobility product – Uber Auto.

The campaign features the real-life stories of three individuals in an attempt to shine the light on the journey of some of India’s ‘resilient aspirers’ - rising cricketer Yashaswi Jaiswal, Indian international cricketer T Natarajan, and female bouncer Mehrunissa Shaukat Ali - to draw parallels with the users of its product category who are 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. 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 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.”

The campaign was conceptualised and produced by FCB India. The videos have been launched as part of a multimedia campaign, being run across several online and offline platforms.