Uber Eats India unveiled a new brand campaign, with brand ambassador Alia Bhatt. The campaign builds a relatable and memorable connect embedding the brand in the ‘Everyday Moments’ of a millennial’s life.
Namita Katre, Head of Brand, Strategy & Campaigns at Uber Eats India said, “Ordering food at work or home is the new constant way of life now for the Indian youth. Our first mega campaign ‘Everyday Moments’ is designed around consumer’s ordering behaviour that goes beyond the basic functional reasons of speed and affordability. Uber Eats is an ally to the consumer seeking effortless exploration of food in their everyday lives. The communication has been designed to build that relatable connect with the youth as the everyday, aspirational food delivery brand for millions of youth in India. In Alia, India’s youth icon, Uber Eats has a partner who shares the spirit of the brand and manifests it through her memorable, engaging, aspirational, youthful connect embedding the brand in the everyday food ordering moments. The breadth of communication is built around this idea across ATL, digital and owned media, which will cement our positioning and bring it to life.”
In this campaign, Alia Bhatt plays the role of the brand’s voice to deliver the campaign message. The campaign is spread across four films, each illustrating a typical mealtime moment that everyone experiences. From opting to order in because of the boring ‘tinda’ that’s cooked at home, to ordering in and cheating on a diet and the ‘kuch bhi order kar do’ moment with friends, the films will see Alia in her original avatar creating a fun, engaging and memorable connect with the viewers as a young, chirpy and energetic woman.
On her association as Uber Eats’ first brand ambassador, Alia Bhatt said, “I had a great time working with the Uber Eats team. It was a lot of fun shooting the ‘mealtime’ moments that all these films depict. They are all so relatable and real. I experience these moments all the time when my friends and I are deciding what to eat. I am super excited for people to see these films and instantly connect with them.”
Conceptualized by Uber Eats’ in-house creative team, the campaign aims to create brand awareness and establish a strong connect with the youth, making Alia Bhatt a great fit to deliver the communication. It positions Uber Eats as a brand that is beyond delivering food from the restaurant, reinforcing its role in the consumer’s everyday life and breaking barriers of a transactional exchange and instead establishing a strong memorable relationship. The films are directed by noted Indian film director, Shakun Batra.
A multi-platform campaign, will span ATL (TV, Radio, OOH, Print),Digital (Youtube, Facebook, Twitter and Content publishers) as well as Uber Eats owned CRM Channels.