Brand: Uber India
Brand owner: Uber India Systems Ltd.
Lead agency: Dentsu Webchutney
Contributing agencies: ITW, Corner Stone Interactive
Industries: Rail, coach, boat & car rental
Media channels: Online video, Social media, Sponsorship - sports, Word of mouth, influencers
Budget: Up to 500k
With 'Move Forward' as Uber's positioning statement, the transportation network brand invests in spaces that trigger progress, and chooses to participate in progressive discourses around gender, age, communities and more. As part of the gender discourse, Uber India led a global association as partner to the ICC Women's T20 Cricket World Cup. But though cricket was a religion in India, its gods were only players in the men's cricket team and the women's team received little more than token support from the masses.