Uber IndiaUber Weddings
Digital campaign
Occasion-Led Digital CampaignA wedding-season campaign that connected Uber to the hundreds of journeys behind every Indian wedding.
01 / The business problem
Indian weddings involve far more travel than the journey to the venue. There are airport pick-ups, shopping trips, family visits, last-minute errands and constant movement between functions. Uber wanted to become more relevant during wedding season by connecting the brand to all these journeys.
02 / The insight
Every wedding has hundreds of journeys behind it. We positioned Uber as the ride that helps bring every part of the celebration together, from welcoming guests and shopping for the big day to getting everyone to the venue on time.
03 / What we did
We created a digital film and supporting campaign content that captured the people, moments and journeys surrounding an Indian wedding. I helped identify the wedding-season opportunity, define the audience, develop the central idea and plan its digital rollout. I then worked with the creative, media and production teams, reviewing the campaign from the initial presentation through final delivery.
04 / What I led
Campaign strategy
- →Identified the hundreds of journeys surrounding an Indian wedding as the opportunity for Uber
- →Helped shape the occasion-led campaign platform and communication journey
- →Defined how Uber could become useful across planning, shopping, guest arrivals and wedding events
Creative development
- →Worked on the central campaign thought and film direction
- →Helped translate the idea across film and digital communication
- →Connected individual wedding journeys back to one recognisable campaign platform
05 / What the work created
Positioned Uber as a part of wedding-season travel, connecting the brand to the many journeys that bring a celebration together
The work in motion