The Uber Eats campaign with brand ambassador Alia Bhatt attempts to build 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 behavior 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 every day, 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.”
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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. On the day of the launch, #MyTindaMoment was promoted on Twitter.
I always Despised Tindas. Whenever my mom made them , I started to act like that I was having stomach ache and couldn't eat anything. But after some time, I started to love them . Now It's my favourite dish and I cannot imagine to live without them.#MyTindaMoment
— Sudarshan Darak (@DarakSudarshan) January 8, 2019
#MyTindaMoment is when I…& hubby fasted karwa chowth for each other very first time and till the eve we were starving like hell..not a pinch of energy was left so that we could even stand..afterall the only thing v could do was order from our fav @UberEats love u for saving us
— Monika Tripathi (@monikaprkash) January 8, 2019
#MyTindaMoment is when I …was in class 9th we just shifted from Chandigarh to Siliguri and we had nothing to cook and eat …
And my father bought #TINDA from nearby market which was half cooked…so distasteful ?? But it was first mixed experience for me.
— Anamika Das (@Anamika20jun) January 8, 2019
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.