Uber has rolled out a campaign, ‘Mast Ride. Mast Mood’, featuring cricketers Gautam Gambhir and Ravichandran Ashwin.

Conceptualised by FCB, the campaign comprises a series of four films. Known for their no-nonsense personas, the campaign flips the script and shows them in refreshingly playful moods as they enjoy their effortless rides with Uber. Both Gambhir and Ashwin are seen unusually upbeat in their Uber rides, highlighting how Uber doesn’t just help you travel but also flips frustration into delight.

What we think about it: Smartly executed and tonally fresh, the campaign strikes the right balance between star power and storytelling. It cleverly mirrors Uber’s brand message: transforming everyday travel from a potential source of frustration into a moment of unexpected delight.

Ameya Velankar, head - marketing, Uber India South Asia, said, “We wanted to bring a fresh, fun lens to Uber’s role in removing everyday travel struggles. With the unexpected duo of Gambhir and Ashwin, we’ve created a light-hearted take on how Uber makes rides not just reliable and affordable, but also mood uplifting. Our aim is to be the go-to brand for young Indian aspirers, one that connects function with feeling and nudges even non-users to try Uber for the first time.”