Telling a Good Story
What is Tata CLiQ’s Social Media Manager doing in a film about Uber? Sanjay Gupta, Uber India’s head of marketing explains.
Mobile app-based taxi aggregator, Uber India, recently launched a new digital campaign, Uber Journeys. The campaign is a collection of videostories about the lives of passengers and driver-partners. The brand plans to launch more under the campaign. 22feet Tribal Worldwide is the agency on the account.
The first video tells a story of a visually impaired man, Ruchir Falodia, social media manager for Tata CLiQ. We asked Sanjay Gupta, head of marketing, Uber India if this was a CSR activity?
He says, “No it is not. We wanted to create campaigns with our riders and driver-partners. On a daily basis, we find a lot of stories that are truly fascinating and which we want to share and be a part of. This is about us telling the world what happens at Uber, who our riders and driverpartners are. This is a brand film where we are trying to showcase how technology helps the rider solve his problems in a meaningful manner.”
Since Falodia is an employee of Tata CLiQ, we asked Gupta if Uber and Tata CLiQ have a tie up. He says, “We contacted Ruchir because of his story and then found out that he works for Tata CLiQ. There is no partnership with Tata CLiQ.”
In the recent past, there have been brands that have done cause-related ads. The most recent one being, H& R Johnson. We went on to ask Gupta that if a brand doesn’t stand for a cause today, is it doomed?
Gupta says, “It depends on where you start from. I believe everybody should do it and try and make this a better world whether it is through a campaign or a CSR activity, the brands should go out of their way to make the world a better place.”
Talking about what engagement means to him, Falodia, says, “Engagement is not just about likes and comments. It is about someone being interested in a page and checking out what’s happening on Tata CliQ and what are they coming out with. Once you have achieved that kind of an interest, that’s the real definition of true engagement.”
About the shooting challenge, he says, “Apart from the weather, because it was raining, everything was smooth. It was a two-day shoot, but I’m used to interviews so it was okay for me; not much of a challenge. Of course, I was in touch with the concerned person at Uber who was taking care of the shoot and he explained the logic behind this film. I was using Uber for a very long time so I was pretty comfortable with the whole concept.”
With regards to the objective of doing this film, Falodia, says, “The reason for doing all this is not because of some selfish popularity index measurement. My objective for doing this is that somewhere, someone would see this and understand that visually impaired guys can do this as well. Now, the mentality is that they will take an easier subject. Someday some CMO, CEO would see this and would be interested in giving us a chance. That’s the objective, that it will create some awareness.
We asked our digital expert that since this is becoming a common thing between Indian brand videos, do brands need to work very hard to create differentiation?
Carlton D’Silva, CEO and chief creative officer, Hungama Digital Services, says, “We have a herd mentality when it comes to ideas unfortunately and when one route does well, many want to adopt the tried and tested model. We need to realise that each idea/ route does come with an expiry date.” D’Silva feels it is a well shot ad. “But the subject is very ordinary,” he says.
What about brands standing for a cause? Would be doomed if they didn’t? He says, “I don’t know if this is one of those ads that states what the brand stands for. The brand acts as a catalyst to make things happen.”n
“Brands should go out of their way to make the world a better place, whether it is a campaign or a CSR initiative.” SANJAY GUPTA