Uber India has launched an innovative campaign for its bike taxi service featuring Australian cricket star Travis Head. Created by FCB India, the campaign portrays Head as the fictional “Hyderabaddie” character who uses Uber Moto to make quick getaways after playfully pranking rival cricket teams.
The social media-focused campaign begins with a musical teaser introducing Head’s character, followed by short films showcasing him and his crew escaping their mischief via Uber Moto. The advertisements highlight the service’s core selling point: rides available within three minutes.
“Uber is committed to being a ride for every Indian,” says Ameya Velankar, Uber India’s marketing head. “Motorbikes are the preferred transport mode for younger consumers, and Uber Moto offers a perfect solution for time-conscious riders.”
FCB India’s Chief Creative Officer Mayuresh Dubhashi explained the strategic thinking: “Travis Head has a ‘special’ relationship with Indians. We wanted to leverage the cultural significance around his persona to create something disruptive for Uber Moto.”
The campaign deliberately avoids typical cricket celebrity endorsements by positioning Head as an anti-hero character, creating a distinctive voice in the crowded IPL-season advertising landscape while emphasizing Uber Moto’s speed and convenience.
