By Taruka Srivastav | Reporter

August 9, 2017 | 2 min read

Post revising their fares in India, Uber is trying to please its customers by introducing its first integrated marketing campaign themed 'Apnapan' (translates into Belongingness).

In a similar style as their recently launched campaign ‘Where to?’ , Uber aims to build everyday brand relevance and reframe personal mobility through their TVC titled 'Ise Apni Hi Gaadi Samjho' (translated as Consider this as your own car) in India.

The newly appointed head of marketing, Uber India, Sanjay Gupta said: “At our scale, there are millions of amazing stories that we hear each week – stories of heart-warming experiences that take place between riders and driver-partners across the country. It’s these stories that keep people coming back to ride and drive with us.

"Over the last four months, we’ve spent hours listening to our riders and driver partners across the country to co-create our communication strategy, and build out the idea of Apnapan in the truest sense," he added.

The campaign conceptualized by Taproot Dentsu is inspired by real rider and driver partner stories. Uber has adopted a digital approach through which the ad will run in multiple languages on Facebook and Youtube as primary channels, television for broader air cover and radio to communicate with the commuting audience.

Pallavi Chakravarti, executive creative director, Taproot Dentsu said, "Being a regular Uber user, I can vouch for the fact that it’s changed my life. It’s rare to work on a campaign where the idea is true to the brand and the service, where you don’t have to create a story because the real thing IS the story."

"The Uber experience is as good as having your own car, and sometimes even better. And this experience is something we think everyone should enjoy. So we’ve attempted to capture the Uber way of life through a simple thought around Apnapan," she further added.

Uber: UBER launches its first TVC in India by Dentsu Aegis Network

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