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The brand, which had launch its first television campaign ‘Isse apni hi gaadi samjho’ in August 2017 to increase the adoption of cab hailing service, has now tweaked its strategy to make Uber a more aspirational and meaningful brand. Made by advertising agency Ogilvy India, the new ad spot features youth icon Kohli highlighting how millions of Indians beat the odds and push hard to progress in life. The 30-second spot is a montage of stories of different people trying to make the best of their lives. Among these Uber users are -- a visually-impaired rider, an expectant woman, a young female doctor commuting to work and an independent mother taking her daughter to an early morning judo class. With a new tagline ‘Badhte Chalein’ (move forward), the campaign aims to position Uber as a brand that is beyond transportation and reinforces its role as an enabler of opportunities for both driver partners and riders. Sanjay Gupta, head of marketing, Uber India believes that while the previous campaign made the cab hailing service more relatable with everyday India, the current campaign represents meaningful progress. “In the context of where India is today – home to a fourth of the world’s 100 fastest growing cities – Move Forward as a brand idea fits Uber’s scale, encompassing a vision of meaningful progress – for riders, driver-partners, as well as the cities we serve. It is in line with our long-term brand strategy to create an aspirational alternative to private vehicle ownership for India,” he said. The integrated campaign will run for six months across television, digital, print, outdoor and radio. The television and radio spots will also be aired in six languages including Hindi, Kannada, Marathi, Telegu, Tamil and Bengali. “The campaign is led by a set of interconnected films.
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