Sustained efforts of pitching Uber driver partner profiles to target media identified across the spectrum (print, digital and broadcast).

Driver partner stories formed a key element of the brand's communication strategy as drivers were an important audience group for the brand, and this also provided an opportunity to showcase the brand's initiatives for driver partners and position them as driving major growth and employment in the market. 

In India, there exists a social stigma around female cab drivers as it has been traditionally regarded as a 'male-dominant' profession. Showcasing stories of women drivers, with messaging around women empowerment and breaking stereotypes, was well received by all audiences. 

Over 50 feature stories were pitched, executed and published on Uber's driver partners in the period of 18 months, when we handled their communications mandate for India.

Stories: