Uber has introduced “Ooooober”, a new brand mnemonic built around the familiar sound of surprise and delight. Created with Talented and produced with Bang Bang Films, the campaign promotes the First Ride Free offer for eligible new riders.
The idea starts with a simple human reaction: the “Ooooo” people make when they discover something unexpectedly good. Across a series of fast-paced films and social-first executions, everyday “Ooooo” moments turn into “Ooooober” the instant someone spots the offer. In one film, a man yodelling casually at a chai tapri changes course after noticing the deal. In another, a woman playfully singing “ooo le le le ooo” to her cat meets an equally unexpected ending.
Spandan Mahajan and Udit Joshi, creatives at Talented, described “Ooooo” as the sound of discovery and delight, and now the sound of Uber. Arjun Kalra, head of marketing, Uber India and South Asia, said the offer gives new riders a simple reason to try Uber for the first time across bike, auto and car. He added that “Ooooober” turns an instinctive reaction to a good deal into a memorable expression that can travel across ride options and value moments.
Director Ryan Mendonca said the scripts were strong from the first draft and were written for 15-second spots, each with a wilder premise than the last. He anchored every shot in sound first and built the visuals around it, keeping the direction light and letting the stories play out simply.
