Uber, the world’s largest on-demand ridesharing company launched its latest campaign ‘No Haggling, No Hassles’ – encouraging people to avail UberAuto services in Chennai, India. UberAuto promises consumers faster pickups and convenient rides without “haggling or hassles”.
Set against the backdrop of a dramatic Courtroom scene, much like in some Tamil movies, the campaign captures the story of an accused waiting for his witness to arrive to his aid. Conceptualised by Ogilvy Bangalore, the campaign shows the name of the protagonist (witness), ‘Selvam’ echoed around the city dramatically. As unique characters ranging from policemen to politicians scream Selvam’s name in anticipation, we finally see Selvam haggling with a regular rickshaw driver for his ride. As the Voice Over resolves Selvam’s conflict by introducing him to UberAuto, we see him happily arriving at the Court much to the relief of everyone. The film ends with the most relieved of them all, the accused who is thankful that his witness has arrived on time.
Sonal Dabral, Vice Chairman India and Chief Creative Officer South and S.E. Asia, Ogilvy added, “UberAuto has brought a dramatic change to the way our audience uses auto rickshaws by bringing them never before convenience and peace of mind. It’s therefore fitting that we are introducing this epic service to our audience with an epic story full of humour, drama and suspense. I’m sure that our audience will enjoy this campaign as much as we enjoyed creating it.”
Commenting on this initiative, Saakshi Verma Menon, Head of Brand – Rides, India & South Asia said, “Uber’s vision is to build globally and live locally. UberAuto takes away the daily hassles of hailing an Auto by harnessing the power of technology. This campaign aims to connect with our communities, driver-partners and riders in Chennai. Ogilvy South has been a great partner in bringing this creative idea to life in Chennai.”
Ram Moorthi, President, Ogilvy South said, “The flavour of the relationship between an auto rickshaw and it’s rider is a uniquely local one. From Ogilvy’s South office, we’ve used a South Indian flavour to help UberAuto convey its hassle-free message to its customers. Full credit to our client partners for going with our audience understanding while keeping us honest in terms of the Uber brand’s values.”
As part of the campaign, Uber is also set to release Print, Outdoor and Radio ads with the same message. The campaign went on air this week and is sure to strike a chord with the Chennai market.
CREDITS
Client: Uber India Systems Pvt Ltd.
Creative agency: Ogilvy Bangalore
Vice Chairman India and CCO South and S.E. Asia: Sonal Dabral
President – Ogilvy South: Ram Moorthi
CCOs India (South): Mahesh Gharat
Managing Partner: Kiran Ramamurthy
Sr. VP & Head of Planning: Anirban Roy
Group Creative Director: Sharat Kuttikat
Copywriters: Satish Kannan (Senior Creative Director) & Sharat Kuttikat
Sr. Planning Director: Vivas Nandhakumar
Account Director: Sivaramakrishnan Dandapani
Sr. Agency Producer: Rajib Baruah
Production House: Kadhai Films Director: Hariprasad Udayakumar