UberIndia has had it rough. From CEO and founder getting fired to the poor handling of Delhi rape case and when you add the incessant driver strikes, things really don't appear chirpy. However, now it's slowly trying to veer the course of its trajectory to a favorable direction.
This begins with it launching a full-fledged brand campaign.
Think of it like your own car
This turnaround is being kickstarted with the release of its new TV campaign, which comes with the tagline - 'Apni Hi Gaadi Samjho'. It loosely translates to 'Think of it like your own car.'
The entire premise of the tagline and the TV spot revolves around how customers treat Uber as their own car. In a colorful montage, it drives home the sentiment.
To get things moving again
The ad portrays that Uber is now a part of India's habit. It comes almost four years after the cab aggregator's launch in India, when the cab hailing market is going through a lean phase.
Last year, its ad campaign, 'Move Forward', wooed drivers into joining its network. There was also outdoor advertising, promising drivers up to Rs. 1 lakh in monthly income.
To improve the odds
Post its forced exit from the Chinese market, after the US, India is Uber's second largest market. As it's facing the heat from domestic competitor Ola, a better connect with the demographic was needed.
Therefore, the company decided to go for a full-fledged brand campaign created by Taproot Dentsu and media agency Madison to improve its chances and increase its business.