Uber launches new campaign via Talented India turning every ‘Ooooo’ moment into ‘Ooooober’
Uber has launched a new campaign with Talented India and Bang Bang Films to promote its First Ride Free offer for eligible new riders, turning the familiar expression “Ooooo” into “Ooooober”, a playful new brand mnemonic.
The creative builds on a simple human reaction to discovering something unexpectedly good. Across a series of fast-paced films and social-first executions, everyday “Ooooo” moments unexpectedly transform into “Ooooober” when people discover the First Ride Free offer.
In one film, casual yodelling at a chai tapri (translation: tea stall) takes an unexpected turn after the protagonist spots the offer. In another, a woman’s playful “ooo le le le ooo” while petting her cat finds an equally unexpected ending. Different worlds, same reaction: Ooooo…ber.
“Oooooo is the sound of discovery. The sound of delight. The sound of getting a first ride free. And now it is the sound of Uber. Whether you’re yodelling at a chai tapri or petting your cat, every Oooo turns into Uber when you spot the First Ride Free offer,” said Spandan Mahajan and Udit Joshi, Creatives at Talented.
“First Ride Free gives eligible new riders a simple reason to experience Uber for the first time, across bike, auto, and car. We wanted to make the offer distinctive and bring it to life in a way that felt unmistakably Uber. ‘Ooooober’ turns the instinctive reaction to a great deal into a memorable expression that can travel across ride options and value moments,” said Arjun Kalra, Head of Marketing, Uber India and South Asia.
Ryan Mendonca, director, added: “I was glad that the first draft of the Uber scripts were a smacker. They were custom written for 15-second spots. Each premise was loonier than the other. My approach was to anchor each shot aurally and then work the visuals around it. We kept things simple and decided not to over direct the stories. Team Talented and Uber were great partners. They let us bring our own brand of crazy to the party.”
