Mumbai, April 08, 2025: Riding high on cricket fever, Uber India has launched a new campaign for its bike taxi offering, Uber Moto, with Australian cricketer Travis Head stepping into the spotlight—not as himself, but as the latest anti-hero in town.
Conceptualised and executed by FCB India & Uber, the campaign introduces Head as the ‘Hyderabaddie’, a playful nod to his no-nonsense Aussie swagger set against the backdrop of Hyderabad’s vibrant culture. The campaign leverages Travis Head’s badass image to have some fun & play some bold pranks on other city teams. The campaign is a raw & organic take on sporting rivalry & is designed to arrest the attention of young audiences through a social first production style.
The campaign kicks off with a high-energy musical teaser, channeling the drama and flair of a quintessential anti-hero entry. From there, a series of films follow Travis and his gang of ‘Baddies’ as they pull off cheeky pranks on rival teams—always making a quick, stylish getaway on Uber Moto. Each escape not only adds to the entertainment but cleverly showcases the speed, accessibility, and reliability of Uber Moto in a fun and memorable way.
Ameya Velankar, Head of Marketing Uber India said,“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.”
Watch the teaser here: https://www.youtube.com/watch?v=E1SUyB5bnIo
Prank video: https://www.youtube.com/watch?v=iS in HexPbHpRI
The full campaign will roll out across digital platforms, OTT, cinema and TV during the 2025 IPL season.
CREDS
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