Virat Kohli has revealed his new XI with a difference. Even his die-hard fans and followers would not know these “top scorers” who have managed to find a mention and place in this Virat Kohli XI.
There are bowlers, wicketkeeper and the entire batting order. Kohli introduces each one of them one by one. Neither the scores nor the team members will establish a remotest of connect with cricket. Kohli has revealed this eleven on a commercial duty, highlighting the achievers of his brand. This is Uber India’s inspirational and impactful TVC of its ‘Badhte Chalein’ campaign.
Uber and Virat Kohli are back with the second leg of the ridesharing app company’s campaign – ‘Badhte Chalein’. The 29-year-old iconic captain of the Indian cricket team was signed by Uber as the brand ambassador for India in March.
The campaign – ‘Badhte Chalein’ – #MoveForward – is built around the brand’s new positioning that is intended to build Uber as an enabler of movement, bringing forward opportunities for all to progress in life in a culturally progressive dimension.
Unlike the first TVC that was more consumer focussed, Uber has this time experimented with a driver-centric story that reveals the daily challenges faced by the front-line soldiers of the company – the ones who are central to their success.
The TVC, narrated by Kohli, aims to highlight experiences encountered by drivers when they are behind the Uber wheels every day. This acknowledges the behavioural traits of a driver partner that leads to a six-star service.
In what would take to form a successful cricket team, ‘Virat’s XI’ envisions how an ideal team comprises of different types of driver partners who bat for Uber as the opening batsman, wicket keepers, all-rounders and bowlers. To bring alive Uber’s dream team on-screen, real-life driver partners are featured in the campaign with the cricket icon as their coach.
Sanjay Gupta, Head Marketing Officer, Uber India said, “Uber is always finding ways to celebrate its driver partner community. Each day, our driver partners play a pivotal role in moving India forward and it is our constant endeavour to enable them to achieve greater heights. Through the representation of driver partners across the country in the ad film ‘Virat’s XI’, we want to showcase Uber as an inclusive platform that welcomes diverse backgrounds and provides entrepreneurship opportunities to millions of people.”
“It further extends to strike the right balance between economic opportunity and dignity of the vocation. Virat plays the role of a coach, encouraging his star team to bring their best to the table at all times; all of this in a cinematic and engaging manner.”
Virat Kohli said, “I was super thrilled to meet with these driver partners who work day and night behind the wheel in order to get India moving. This group was truly an interesting blend of people, beyond boundaries, age, gender and religion and the enthusiasm amongst them was infectious.”
“Working with them on a campaign that is aimed at inspiring India to move forward in every sense – with cricket as a premise – was an enriching experience. I am happy to be a partner to a company that has committed to keep India moving, not only in its functional sense but through its progressive and winning values as well.”
Another part of the campaign reiterates the role that Uber plays in creating entrepreneurship opportunities leading to economic freedom, increasing productivity and financial inclusion for thousands of driver partners in India from various walks of life. Kohli is the smaller version of the TVC is seen urging potential drivers to come and join the revolution as now being an Uber driver becomes easy with the earlier mandatory requirement of having a commercial license has been striked off.