Cab aggregator Uber has launched its first brand campaign in the Indian market. BBH India, which has conceptualised the campaign Move Forward, has taken inspiration from Uber’s riders and drivers from across the country and how Uber has helped change the everyday commute for people to some life-changing opportunities such as helping drivers educate their kids.

The move comes two months after Uber Technologies Inc sold its Chinese business to rival Didi Chuxing. According to sources, the San Francisco-based ride-hailing company has since then started investing heavily in the Indian market to thwart competition from domestic rival Ola. It is also learnt that Uber will shift a significant portion of the $1-billion investment it had planned for the Chinese market to the Indian market, and this includes huge investment in stepping up marketing spends and improving its technology.

Uber had early this year raised about $3.5 billion from Saudi Arabian investors and had mentioned that a part of it would be used in expanding services in developing markets, including India.

The new campaign, which will run across outdoor, print and digital, also reflects Uber’s aggressiveness in the highly competitive Indian market. The TV campaign will be launched soon.

Ashwin Dias, General Manager, Uber, said: “We are excited to launch Uber India’s first brand campaign Move Forward, which is inspired by true stories about empowerment. At Uber, we are deeply committed to enabling our driver-partners to improve their livelihoods, and giving our riders the freedom of mobility.”

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