Uber India has unveiled a new campaign for its bike taxi offering, Uber Moto, with Australian cricketer Travis Head stepping into the spotlight—not as himself, but as the latest anti-hero in town.
Conceptualised and executed by FCB India & Uber, the campaign introduces Head as the ‘Hyderabaddie’, a playful nod to his no-nonsense Aussie swagger set against the backdrop of Hyderabad’s vibrant culture. The campaign leverages Travis Head’s badass image to have some fun and play some bold pranks on other city teams. The campaign is a raw and organic take on sporting rivalry and is designed to arrest the attention of young audiences through a social first production style.
The campaign kicks off with a high-energy musical teaser, channeling the drama and flair of a quintessential anti-hero entry. From there, a series of films follow Travis and his gang of ‘Baddies’ as they pull off cheeky pranks on rival teams—always making a quick, stylish getaway on Uber Moto.
Link to the teaser:
Link to the campaign:
Ameya Velankar, Head of Marketing, Uber India said, “Uber is committed to be a ride for every Indian. We know that motorbikes are the preferred mode of transport in India, especially for younger consumers. Uber Moto is a perfect solution for our time-crunched consumers. We promise to offer a quick Uber Moto ride within 3 minutes. The campaign is designed to bring this value proposition to life in a very bold, never seen before avatar, leaning into the cricketing season with a cultural symbol who is looked upon with awe by many Indians,Travis Head. What better than a quick Uber Moto rider to escape from the ‘crime scene’; of bold pranks he & his bunch of ‘Hyderabaddies’ play on other city teams.”
Mayuresh Dubhashi, Chief Creative Officer, FCB India, added, “Travis Head has a ‘special’ relationship with Indians. And we wanted to ride on the cultural fuel around his persona to drive a disruptive campaign for Uber Moto. We cast him as the ‘Hyderabaddie’ and the campaign shows how he gets away with wreaking havoc, or playing pranks thanks to Uber Moto. This could have been yet another cricket campaign around the IPL starring yet another cricketer, but it’s not. It’s audacious and very relevant to the kind of relationships our consumers have with culture/cricket.”
