Uber Eats unveiled a digital campaign called Purane prices, Naya app’that pays a tribute to the 90s era. The campaign is designed to take a creative spin on promotions and discounts which often make for a transactional relationship between brands and consumers.
It aims to re-position Uber Eats as a food delivery platform that offers the best value for money to consumers for all their food ordering needs.
In the first phase, the digital campaign takes consumers down that memory lane by paying a nostalgic tribute to the three most iconic advertisements of that era that will remind one of the famous dance by the Cadbury girl on the cricket field, everyone’s favourite jalebi boy – Parzaan Dastur and Deepika ji’s paar ki nazar.
Parzaan Dastur, the original jalebi boy features in one of the recreated versions. “This ad is very close to my heart. I was excited that even after 22 years of the original ad, Uber Eats reached out to me to feature in the recreated version. I had a lot of fun shooting for the ad especially because it is completely relatable in the new context. It drives the same message that a meal with loved ones at home is the answer to all problems,” said Parzaan Dastur.
Commenting on the digital campaign, Namita Katre, Head of Brand, Strategy & Campaigns – Uber Eats India said, “Delivering food reliably at the tap of a button is at the heart of our business at Uber Eats. One of the key things customers care about while ordering-in food is good value for money and we are committed to providing them with the best prices. This campaign gave us an opportunity to narrate Uber Eats value story by bringing back favorites from the 90s, both, nostalgic moments and prices. Our tribute to the iconic ads of the 90s is sure to take the viewers on a trip down memory lane, while the 90s prices are a pretty good reason for consumers to try the Uber Eats app.”
“At Mondelez, we celebrate this iconic ad even today. The simplicity of the concept and the emotional connect it builds with consumers is what makes it click with every 90s kid. It truly defined the 90s and we are excited that Uber Eats chose to recreate this ad and make it a part of their campaign. Needless to say, we loved the recreated Uber Eats version of the ad,” said Anil Viswanathan, Director – India Chocolate at Mondelez International.
The campaign is live across Instagram, Facebook, YouTube and Uber Eats blog.
The films have been produced by Kiss Films.