Ad Campaigns
Uber launches 2nd leg of ‘Badhte Chalein’ campaign with Virat Kohli
MUMBAI: Ridesharing app Uber has recently launched an India-focussed brand campaign ‘Badhte Chalein’ which features brand ambassador Virat Kohli. The film, focusing on the driver partner community features Uber’s tenured driver partners from all walks of life.
In India, more than four hundred and fifty thousand people choose to take a ride with Uber every day. These driver partners are central to Uber’s success across the country and Uber India is committed to serving them and unlocking opportunities for them to progress in life.
The second innings of the newly launched campaign, Badhte Chalein, reiterates the role that Uber plays in creating entrepreneurship opportunities i.e. a new way of working that leads to economic freedom, increasing productivity and financial inclusion for thousands of driver partners in India. With multiple ad sets targeted at different groups, the existing driver partner community and potential driver partners, this leg of the campaign will feature Kohli as a coach for the Uber driver partner community, motivating them to maximise their potential and become star performers:
Uber India head marketing officer Sanjay Gupta said, “Uber is always finding ways to celebrate its driver partner community. Each day, our driver partners play a pivotal role in moving India forward and it is our constant endeavour to enable them to achieve greater heights. Through the representation of driver partners across the country in the ad film ‘Virat’s XI’, we want to showcase Uber as an inclusive platform that welcomes diverse backgrounds and provides entrepreneurship opportunities to millions of people. It further extends to strike the right balance between economic opportunity and dignity of the vocation.”
Kohli said, “I was super thrilled to meet with these driver partners who work day and night behind the wheel in order to get India moving. This group was truly an interesting blend of people, beyond boundaries, age, gender and religion and the enthusiasm among them was infectious. Working with them on a campaign that is aimed at inspiring India move forward in every sense with cricket as a premise was an enriching experience. I am happy to be a partner to a company that has committed to keep India moving, not only in its functional sense but through its progressive and winning values as well.”
Rakhi, a woman driver partner from New Delhi who was part of this campaign said, “It is a pronounced moment for all of us who come from different walks of life and societies to be part of such an exciting campaign. As a woman driver partner, Uber has given me an extraordinary opportunity of becoming my own boss. Hailing from an orthodox family, I have been given the chance to be independent for the very first time, and Uber has been extremely supportive throughout this journey. I sincerely hope that my journey encourages more women to step out of their comfort zones and experience the sweet taste of freedom. Being a part of such a huge campaign with a legend like Virat Kohli is extremely humbling. We are grateful and would like to thank Uber for giving us a platform and bring in a positive change in the way we work and earn a livelihood.”
Concept of the brand film is narrated by Kohli which aims to highlight the experiences encountered by drivers daily behind the wheels of an Uber, thus acknowledging behavioural traits of a driver partner that lead to a six-star service. To bring alive Uber’s dream team on-screen, real-life driver partners are featured in the campaign.
Uber’s relationship with Madison continues through 2018, to build and execute the media strategy for this intervention.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
