How can an international brand grow in progressive India?

Uber wanted to explode rider demand for app cabs in India. And specifically, to use its international brand power to do this.

This investigation ran over a series of iterative design thinking workshops with people who use Uber / other app cabs as well as those yet to use them, across Indian cities. The agenda for these sessions was to profile current and potential riders, map out their current transport landscape, identify latent opportunities for app cabs, and to zero in on brand Uber’s most powerful story for India.

Uber India’s positioning plans and communications through 2017 were based on our findings, including their successful #moveforward campaign.

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hyprlocl