While Auto specifically targets women, Moto targets young professionals.
Cab hailing app Uber's latest campaigns for Uber Auto and Uber Moto bring forth propositions of accessibility, affordability, seamlessness and safety.
Targeted primarily at women commuters, Auto's ‘Badey Iradon Ki Chhoti Sawaari’ tag builds on providing safe, reliable yet affordable travel options. The service borrows Uber's on-app safety features like doorstep pickup, live tracking and sharing trip details with friends and family.
Moto with the ‘Sapno Par Hoja Sawaar’ tagline targets young working professionals and job seekers. The service clearly aims at addressing the issue of multiple modes for last mile connectivity in a cost-effective manner.
Speaking on the new campaigns, Manisha Lath Gupta, marketing director, Uber India and South Asia, says, “We’re committed to simplifying the lives of our riders by addressing their everyday challenges through multi-modal mobility solutions. We believe that our youth have immense potential, however, a lack of safe and reliable commuting options often limits their aspirations. In a small yet meaningful way, we are delighted to support the aspirations of millions of men and women to move forward.”
The campaigns will be seen across digital, print and OOH mediums.
Not so long ago, Uber's only rival Ola came up with a similar proposition for its Ola Bike service. It too was targeted at young professionals looking for a cost-effective medium for their daily commute.