Australian cricketer Travis Head has fronted Uber India’s new campaign for its bike taxi offering, Uber Moto.
Head stars in the campaign as the ‘Hyderabaddie’, a playful nod to his no-nonsense Aussie swagger set against the backdrop of Hyderabad’s vibrant culture.
The campaign leverages the cricketer’s badass image to have some fun and play some bold pranks on other city teams. The raw and organic take on sporting rivalry is designed to arrest the attention of young audiences through a social first production style.
The ad, conceptualised and executed by FCB India and Uber, 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 head 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.
“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,” Ameya Velankar, head of marketing Uber India said.
“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.”
The full campaign will roll out across digital platforms, OTT, cinema and TV during the 2025 IPL season.
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
Top image: Travis Head