Indian cricket team skipper Virat Kohli is promoting the newly unveiled tagline 'Badhte Chalein' of Uber India in his latest Instagram post. Uber, the ride-sharing app had announced the appointment of Virat as their first Indian brand ambassador in March 2018.
After being associated with the brand, Kohli said, “I am looking forward to being a part of Uber’s campaign, and moreover being a partner to a company, that in all its capacity, is committed to empowering cities and its people. I appreciate the service that Uber provides to its riders to travel comfortably anytime, anywhere. Being part of this campaign also gave me the opportunity to interact with the driver partners at a personal level and understand how the company has helped them to chase their dreams.”
In the video posted on Virat's account, the advertisement shows how Uber helps people them move forward.
Sanjay Gupta, Head of Marketing, Uber India, said, “Uber connects millions of people in India to their destinations each week. That said, each trip represents more than just a physical journey – it’s a step forward in the larger journey of their lives. This is not just a brand idea - it’s happening on the ground, across India, every day. This brand position is as intrinsically human as the millions of people who ride with us each week, and each of their pursuits. The communication has been designed to be progressive in thought, aspirational in spirit, widely-relatable in manner. And with Virat – perhaps India’s most inspiring model of personal progress – Uber has found a partner at the crease who embodies the drive we share with millions across India. The breadth of communication built around this idea across ATL, digital and owned media, will cement our positioning and bring it to life.”
Uber’s relationship with Madison continues through to 2018, to build and execute the media strategy for this intervention.
A six-month multi-platform campaign will span ATL (TV, Radio, OOH, Print) as well as Digital (Youtube, Facebook, Twitter and Content publishers) as well as Uber owned CRM Channels and locations.