Uber has entered the market with its latest offering, Uber Moto, giving young working professionals and job seekers affordable motorcycle rides with convenient doorstep pickup, through the Uber app. To promote the new offering, Lowe Lintas Delhi has conceived a campaign sharply addressing the one problem that is left helplessly unserved by cabs, the heavy city traffic.
The communication is targeted at the value-seeking, male, professionals who are digitally savvy and depend on apps for most of their needs. In this stage of life, time is critical and losing it means losing the chance to better the future. With over two hours on the road every day, Indians spend more time in daily office commute than most of the countries. Uber Moto allows them to use this saved time towards the future they desire.
Manisha Lath Gupta, marketing director – Uber India and South Asia, said: "At Uber, we’re committed to simplifying the lives of our riders by addressing their everyday challenges through multi-modal mobility solutions. We believe that our youth have immense potential, however a lack of safe and reliable commuting options often limits their aspirations. In a small yet meaningful way, we are delighted to support the aspirations of millions of riders to move forward."
The two-film campaign aims to push brand preference. Striking an emotional chord with its customers will be critical for growth, the agency believes.
Commenting on the campaign, Janmenjoy Mohanty, regional creative officer – Lowe Lintas, said: "All of us are in a tearing hurry to get somewhere. But what if going someplace could set your dreams in motion. It was this discovery that became the idea for our campaign for Uber Moto. A thought which, we are confident, will resonate with young Indians seeking to fulfil their aspirations."
On partnering Uber Moto on this campaign, Naveen Gaur, Deputy CEO – Lowe Lintas, said: "Our association with Uber is a new one and this campaign is special for us. We are happy to partner Uber with its Moto service targeting India’s youth, while staying true to their credo of always ‘Moving Forward’."