Uber's new 'Resilient Aspirers' ad campaign fuels Indian dreams

Everybody loves a good rags to riches story. They’re inspiring, aspirational and of course for Bollywood, dramatic. Every time we hear the word ‘struggle’ we think of an actor in the film industry or a successful sportsman. Bollywood has done a fairly good job of depicting the tough lives that prominent personalities have had who are now extremely successful. Movies such as Sanju that showcase the life of actor Sanjay Dutt or films about the lives of sportsmen/women such as Mary Kom, Azhar, M.S Dhoni and Sachin Tendulkar are all struggle to success stories that worked wonders at the box office and inspired many.

However, it’s not just films that can have an impact on an audience. Ad films, though short, can be just as effective if not more, to convey a powerful message. Struggle to success stories can be portrayed effectively through short form content as well. Ride-hailing service Uber recently launched a campaign called ‘Resilient Aspirers’ that celebrates the indomitable spirit of the country. For the campaign, the brand has partnered Indian cricketer T Natarajan.

Natarajan hails from a small village in Tamil Nadu. Throughout his career, he has had to overcome multiple obstacles to achieve his dream of one day playing for the Indian National Cricket Team. His success story of a man from humble beginnings, going great lengths to fulfil a dream is influential and encouraging for many.

Uber’s ‘Resilient Aspirers’ campaign highlights the ‘Uber Auto’ service that allows you to book autorickshaws via the app. The brand believes that this integration is the perfect fit for this campaign since Autorickshaws and ‘Rickshaw-walas’ have been a long standing symbol of resilience in India. They navigate through chaotic roads and difficult situations, providing convenient and affordable travel solutions to millions.

Uber shared exclusive behind the scenes photos of the ad shoot with Storyboard18. The scene is set in a chaotic, busy and crowded market in Tamil Nadu. T Natarajan is seen going for practice, navigating through all the hustle and bustle of a loud marketplace. A lot of small local elements provide details of the market setting. A tea stall, a lady selling fried food, a coconut water stall and much more. Attention to detail helps identify the premise and location aptly.

The ad is playing during the IPL on JioCinema and aims to inspire millions of IPL fans and T Natarajan fans across the country to strive to achieve their dreams.