TALKING POINT
Sanjay Gupta, Head of Marketing, Uber India tells us how the brand is using technology to open up opportunities for all Abhishek Maheshwari, VP & Head, Media Networks & Interactive, Disney India talks about ‘Jashn Kahaniyon Ka’, a line-up of films this festival season UBER: USING TECHNOLOGY TO EMPOWER PEOPLE When Ruchir Falodiya, a Tata Cliq Social Media Manager makes a case for Uber in a commercial despite no tie-up of the brand with his company, one is bound to pay attention, more so because booking a cab poses a bigger challenge for him, as he is visually challenged. Here, Sanjay Gupta, Head of Marketing, Uber India tells us how the brand is using technology to open up a plethora of opportunities for all, and gives us a sneak peek into the brand’s upcoming under-wraps commercial. On UberJourneys: When we were doing the research for our TV campaign, we met many driver partners and riders, almost all of them had an inspirational story to share. There were female driver partners who were widowed, but started supporting education for as many as three children after coming on to our platform; then there was Ruchir who uses Uber everyday to go to work aided by VoiceOver iOS, Android TalkBack, and wireless Brail?l?e display compatibility in the Uber app. That gave birth to UberJourneys, our digital campaign. ON Using technology: At a macro level, our technology makes city operations smoother. Many places – such as pockets in Lucknow, Indore and Bhopal - were inaccessible for riders, because autos, cabs or even buses didn’t go there. But now cities are expanding because Uber cabs ply there. There are alerts within the app to ensure the safety of the passenger as well as the driver. The ad in progress: UberJourneys is a series of stories, I am very interested in highlighting the case of a baby who was born in an Uber cab in 2016. But that has to wait. For our very next ad we have to finalize between two choices – one about an aspiring actor who after multiple rejections started driving an Uber in the hope that someone on the backseat will give him a chance and that happened. So he got his moment in the spotlight but continues to drive an Uber. The second one is a story of one of our differently-abled driver partners. That is likely to be the next ad, and hopefully will be out in the coming month. (As told to Neeta Nair) UTV MOVIES: CONTINUING THE ‘LEGACY OF STORY-TELLING’… UTV Movies has got a new look – a contemporary re-imagination of its logo in Red/Green/Blue colours - to bring alive the legacy that the brand stands for - through a line-up of films this festival season under the umbrella ‘Jashn Kahaniyon Ka’. To enhance its current position, UTV Movies has acquired a new list of titles from UTV Studios. Abhishek Maheshwari, VP & Head, Media Networks & Interactive, Disney India tells us more… ON rebranding of UTV Movies: The UTV brand conveys a unique legacy of bold and path-breaking story-telling built by UTV Motion Pictures Studios over the last decade. With the rebranding of UTV Movies Channel, we intend to take this strong legacy to our viewers’ homes and establish the channel as the home, not just of UTV Movies, but of an exciting line-up of strong content and exciting movie premieres. ON THE Marketing campaign: The rebranding of the channel is celebrated with a massive marketing push both on-air and off-air. The two week campaign will include a TVC run of 6,000 spots across 28 channels (Music, News, Regional, GECs) reaching out to over 200 million+ viewers. The outdoor campaign is planned across Mumbai and Delhi with 450+ hoardings for 10 days which commenced on September 17. The Print campaign will be run across 13 States reaching out to 57 million readers. ON THE Differentiator for UTV Movies: UTV Movies is a new age Hindi movie channel which draws on the universal passion for Bollywood fare. The main differentiator is to highlight and continue the ‘Legacy Of Story-telling’ of UTV Motion Pictures through UTV Movies. UTV Movies will showcase the iconic films made by UTV Motion Pictures which have brought great and unforgettable stories to millions of people around the world. We want to build on the brand of UTV to acquire a distinct space in the minds of consumers as well as stand out amongst the competition. (As told to Simran Sabherwal)
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