Mumbai: Uber India has unveiled an energetic new campaign for Uber Moto, putting the spotlight on Australian cricket sensation Travis Head in an unexpected avatar — not just as a cricketer, but as the cheeky anti-hero ‘Hyderabaddie’.
Conceptualised and executed by FCB India and Uber, the campaign delivers a bold, playful twist, blending Travis Head’s no-nonsense Aussie charisma with the electric vibe of Hyderabad’s streets. Channeling sporting rivalry and raw, viral energy, the campaign positions Uber Moto as the go-to escape ride — quick, efficient, and always stylish.
The campaign kicks off with a musical teaser that mirrors the swagger of a cinematic anti-hero entry. This is followed by a series of digital films where Travis and his crew of ‘Hyderabaddies’ pull off a string of pranks on rival city teams — always making a dramatic and swift exit on Uber Moto. Each storyline is carefully crafted to highlight the core value proposition of Uber Moto — fast, accessible rides in under 3 minutes, ideal for India’s youth on the move.
Ameya Velankar, Head of Marketing, Uber India, commented on the campaign, “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.”
CREDITS
Agency: FCB India
Brand: Uber India
Group CEO, FCB Group India & South Asia: Dheeraj Sinha
Chief Executive Officer: Ashima Mehra
Chief Creative Officer: Mayuresh Dubhashi
National Creative Director: Udayan Chakravarty
Creative Team: Sharik Hassan, Abhinandan Dey, Deeksha Bhatt, Marlyn Pereira, Bhagyashree Kotwal, Shubham Bisht, Aastha Gandhi
Brand Management: Priyanka Magan, Preksha Shinde, Tanya Sahni, Sahil Nagpal
Strategy Team: Mallika Yamdani, Shreya K
Uber Brand Team: Andy Morley, Adam Ledbury, Ameya Velankar, Tanya Malhotra
Production House – 456 Studios
Director of Production & Head of 456 Studios – Aanandita Banerjee
Director: Lendrick Kumar
Executive Producer – Vaishakhi Traynor
Sr. Producer : Zeeshan Kazi
Director’s Producer: Rudra Mawani
Cinematography: Nagaraj Rathinam
Production Design: Vatsal Dhamani
Music: Kalmi
