FCB India and Uber have launched a new campaign for Uber Moto featuring Australian cricketer Travis Head as the ‘Hyderabaddie’. Set in Hyderabad, the campaign uses Head’s on-field persona to portray light-hearted rivalry with other city teams. It targets young audiences and is produced in a social media-first format.
The campaign begins with a musical teaser introducing Travis Head in his new role. It is followed by a series of short films showing Head and his group playing pranks on rival teams and leaving the scene using Uber Moto. The films highlight the service’s speed, accessibility, and convenience.
Ameya Velankar, head of marketing, Uber India said, “Uber is committed to be a ride for every Indian. We know that motorbikes are the preferred mode of transport in India, especially for younger consumers. Uber Moto is a perfect solution for our time-crunched consumers. We promise to offer a quick Uber Moto ride within 3 minutes. The campaign is designed to bring this value proposition to life in a very bold, never seen before avatar, leaning into the cricketing season with a cultural symbol who is looked upon with awe by many Indians, Travis Head. What better than a quick Uber Moto rider to escape from the ‘crime scene; of bold pranks he & his bunch of ‘Hyderabaddies’ play on other city teams.”
Mayuresh Dubhashi, chief creative officer, FCB India, added, “Travis Head has a ‘special’ relationship with Indians. And we wanted to ride on the cultural fuel around his persona to drive a disruptive campaign for Uber Moto. We cast him as the Hyderabaddie and the campaign shows how he gets away with wreaking havoc, or playing pranks thanks to Uber Moto. This could have been yet another cricket campaign around the IPL starring yet another cricketer, but it’s not. It’s audacious and very relevant to the kind of relationships our consumers have with culture/cricket.”
CREDITS
Agency: FCB India
Brand: Uber India
Production House – 456 Studios
