Inside: Uber's approach towards Delhi pollution crisis

This week, Delhites woke up to smog and a new Uber campaign on the front page of a national daily. Social Samosa digs deeper.

In an attempt to encourage people to choose public transport over private cars in the National Capital Region, Uber launched #LeaveYourCarBehind. The new Uber campaign will unfold all through November across media.

The core of the campaign resides in the insights of how Delhites love their cars and people feel a person alone can't make a difference. The brand will put forth the messages that a car is no longer a status symbol and that every person can contribute, in their own capacity.

"We believe we need to work closely with cities to solve their mobility problems. In Delhi, the challenge is about clean air and vehicular pollution is a large component of the pollution. We are trying to urge people to leave their personal cars behind and take public transport," Manisha Lath Gupta — Marketing Director, Uber India & South Asia tells us.

Inside #LeaveYourCarBehind

The NCR-focussed multimedia campaign kicked off with a large newspaper advertisement. It will be followed by an expansive outdoor campaign at key vantage points, coupled with a digital plan, says Manisha. Uber will be putting across short videos to explain different use cases, nudging people to choose public transport.

Also Read: #CWC19: Strategy Review – Uber India

People choosing Uber for the last mile connectivity from metro stations would be able to avail special discounts. A part of the campaign, as it unfolds in the next few days, will include an influencer campaign leg.

To further amplify the message, Uber will also have a strong radio activation in place. It will kick off in the next few days. "We feel the radio is quite intrinsic to the kind of communication that happens in a city. It is a very hyperlocal medium and RJs add credibility to the campaign,"

Gupta tells us, adding that radio will help the campaign as it is more conversational and two-way rather than a mode of direct advertising.

Dealing with flak

For a brand that deals with cars, to come up and ask people not to use cars has a touch of irony to it. Something that #LeaveYourCarBehind is bound to not be immune to.

Gupta tells us how the difference they are trying to put forth is between private cars and shared mobility. "Uber's mission is to put more people in fewer cars and that is what public transport system does," she says.

Gupta further explains, "Our strategy will be around encouraging people to take public transport — metro, buses and the various modes of Uber. It is not just a car-led campaign." Uber believes that different commuting occasions require different types of modes of transport and people should figure out and use a combination of them while going from point A to B.

Purpose-drive marketing is something that will become more and more important in 2020, says Gupta. She explains that the new-age consumer is beginning to question the role of brands and products in their lives. It is important for the brands to build a sense of purpose and usefulness in the lives of the people, to stay relevant.