.jpg)
Uber, the global ride-hailing app, has unveiled its latest brand campaign starring popular actors and father-son duo Jackie Shroff and Tiger Shroff. The campaign aims to redefine perceptions of urban mobility by illustrating how Uber alleviates the struggles of travel, allowing users to optimise their time instead of worrying about transport options.
The campaign showcases Uber's popular services, including Uber Moto, Uber Auto, Uber Intercity, and the newly launched Uber Shuttle.
While the younger generation has grown up with Uber almost always available, their parents and grandparents experienced a time when commuting was a significant challenge. A recent survey conducted by Censuswide revealed that an overwhelming 89.8% of respondents defined an easy commute as simply tapping their phones to book a safe ride.
Among respondents aged 18 to 25, 76.8% stated that technology has transformed their travel experience, enabling better time management. The figure was similarly high at 72% for those aged over 45.
The campaign features the father-son duo to highlight the contrast between past transport struggles and the convenience of modern ridesharing. This marks the first collaboration between Jackie and Tiger Shroff for a commercial brand campaign.
At the core of the campaign is a captivating intergenerational story that explores the transformation of travel experiences. The narrative cleverly juxtaposes the difficulties of the past with the ease of today.
The ad films were produced by Fuel Content, with FCB India acting as the creative agency for the campaign.
Commenting on the initiative, Ameya Velankar, Head of Marketing at Uber India, said, “Uber has fundamentally transformed the way we travel, bridging the gap between generations with solutions that cater to diverse needs and challenges. While we know that struggle is good in life and toughens us up, Uber believes there’s always a simpler way to move—literally at the tap of a button. To capture this shift, we’ve brought together the popular, fresh duo of Jackie and Tiger Shroff. Their chemistry and relatability make them the perfect ambassadors to reflect how Uber is the ideal solution for all your mobility needs.”
Director Vasan Bala shared his experience, stating, “It was an absolute blast working with Jackie Shroff and Tiger for this Uber campaign. Most refreshing to see this duo for the first time on screen this way. The teams at FCB and Fuel made sure it was a super fun and smooth shoot.”
The integrated campaign will run for approximately 20 weeks across various channels, including OTT, TV, OLV, OOH, and Digital/Social, along with innovative activations to engage consumers directly.
