After the epic fall of Uber CEO and founder Travis Kalanick,the brand set out to launch its first Uber TVC in India #Apnapan. An analysis of the brand equity of the brand after the TVC release has been depicted.
2. DECLARATION
I, Ms Kathakali Chatterjee, a student of MA (PR&EM),
with enrolment no. A2034218016, batch 2018-2020, at
Amity School Of Communication, Amity University,
Noida, have undertaken research (Course Code :
JMC604), hereby declare that this project is my own
work and has not been submitted in any form for
another degree/diploma at any university or institution.
Information derived from the published and
unpublished work of others have been recognised and
acknowledged in the text and a list of references have
been given in the bibliography/references section.
DATE :
SIGNATURE :
MS. KATHAKALI CHATTERJEE
MA (PR&EM)
ASCO
3. BONAFIDE CERTIFICATE
This is to certify that this major project, on
“UBER BRAND IMAGE POST ‘Apnapan’ AD
CAMPAIGN” has been completed by Kathakali
Chatterjee, a student of MA (PR&EM), ASCO,
Amity University, Noida. Enrolled for the batch
2018-2020, under the guidance of Ms Pooja
Chatterjee.
DATE :
SIGNATURE :
MS. POOJA CHATTERJEE
Asst Professor
ASCO
4. ACKNOWLEDGEMENT
I would like to thank my course
faculty Ms. Pooja Chatterjee for the
valuable guidance and advice. Her
willingness to motivate contributed to
my work. I would also like to thank
Amity School Of Communications for
providing the facilities and good
environment to complete the
research project. Finally I would like
to thank my family and friends who
contributed in helping me with the
data collection.
5. CONTENTS
• ABSTRACT
• INTRODUCTION
• SURVEY OF LITERATURE
• RESEARCH SIGNIFICANCE : OBJECTIVES, HYPOTHESIS, LIMITATIONS
• RESEARCH METHODOLOGY : SOURCES OF DATA, SAMPLING
TECHNIQUE, STAGES OF METHODOLOGY
• DATA ANALYSIS : RESEARCH FINDING AND ANALYSIS
• DATA INTERPRETATION
• CONCLUSION
• BIBLIOGRAPHY
• SAMPLE QUESTIONAIRE
[1 – 3]
[4 – 8]
[ 9 ]
[10 – 11]
[12 – 27]
[28 – 29]
[ 30 ]
[ 31 ]
6. ABSTRACT
Uber first started off in March 2009, San Francisco, California
by Travis Kalanick and Garrett Camp. After 5 years of
entering the global market, UBER launched its services in
Bangalore, India (2013). As India has a huge opportunity
because of its increasing rate of smartphone adoption and its
population of 1.2 billion. Thus, UBER offers India-specific
commune like Uber Auto Rickshaws and Chauffeured
Hatchbacks.
But in Delhi, 2014 UBER faced a widespread outrage from the
public in solidarity with the victim who was an UBER
passenger assaulted by her driver. This led to banning Uber
in Delhi and a lot of uprisings took place. The brand image of
Uber globally was also hanging by a thread. Thus, Sanjay
Gupta the marketing head of Uber India planned to do a 180
days PR campaign, where the launch of its first TVC was
planned. This TVC was made in collaboration with Tarpoot
Dentsu as their advertising agency and Madison as their
media strategy partner. The TVC consisted of stories of real
experiences of drivers and rider relations. This was done
keeping in mind the tag line ‘Apnapan’ and
#ApniHiGaadiSamjho.
Thus, this study is based on the analysis of consumer
reaction and brand positioning of Uber after the TVC was
viewed by the sample population. Hence, according to the
findings 49% of the 70 individuals think the ‘Apnapan’ TVC
reflects a positive image of Uber as a brand.
7. 1 I N T R O D U C T I O N
The idea of UBER came into existence on a snowy evening in Paris
when the duo Travis Kalanick and Garrett Camp couldn't find a cab.
This led to the launch of ‘UberCab’ in San Francisco, California
(2009). In 2010 the company separates itself from the taxicab
industry and becomes UBER Technologies. It is a ridesharing app
and transportation network company with headquarters in San
Francisco, California. UBER operations run in 785 metropolitan cities
worldwide accessible through website and mobile networking app.
‘We ignite opportunity by setting the world in motion’ is the tagline
of UBER. They believe that good things happen when people can
move, whether across town or towards their dreams. Its started off
as a way to just tap a button to get a ride, which led to billions of
rides and moments along with different human connections.
UBER has been making news across the globe for various reasons –
including the rise and fall of the company’s former CEO Travis
Kalanick (June, 2017). Some serious allegations regarding sexual
harassment, toxic work environment, surge pricing issues etc led to
lawsuits against the CEO and co-founder. Travis Kalanick reacted in
the most inappropriate way and took an indefinite week of absence.
This led to a serious crisis for UBER Technologies inc.
U B E R L O G OU b e r C a b L O G O
8. 2 I N T R O D U C T I O N
UBER – IN INDIA
After 5 years of entering the global market, UBER launched its
services in Bangalore, India (2013). In 2015 UBER appoints its first
president Amit Jain, an IIT Delhi and Strantford graduate. CEO
Travis Kalanick stated that the success in India is a global
priority. As India has a huge opportunity because of its
increasing rate of smartphone adoption and its population of 1.2
billion. Thus, UBER offers India-specific commune like Uber
Auto Rickshaws and Chauffeured Hatchbacks.
In Delhi, 2014 UBER faced a widespread outrage from the public
in solidarity with the victim who was an UBER passenger
assaulted by her driver. The driver Shiv Kumar Yadav was
sentenced to life in prison. But, the fire had already spread all
over, UBER services were temporarily banned in Delhi. Kalanick
had released a statement, “We will do everything, I repeat,
everything to help bring this perpetrator to justice and to
support the victim and her family in recovery.” But UBER
internally looked at it in a different view, Alexander, the then
president of Uber Asia Pacific travelled to India, on the days of
the attack and obtained the medical records of the victim. He
was fired on June 6. The lawsuit was issued during a time of
turmoil for UBER which created a lot of scandal for the
company in India. Hence, the board of directors took into
consideration of the crisis situation and took measures to reduce
Kalanick’s role and implemented basic business practices and
new 180 days PR strategy. This was not only on the basis of this
incident but there are many other consumer complaints
regarding Uber surge pricing, Uber map connectivity and Car
safety. Uber launched its first new safety measures in India and
according to the new reactive PR strategy took to the television
to promote ‘Apnapan’, with its first television commercial.
9. 3 I N T R O D U C T I O N
Sanjay Gupta, head of marketing, India wanted to focus on the
heart-warming stories and experiences of the riders and drivers.
According to him these are the experiences that get back the
customers to ride more with UBER. The idea behind the television
commercial was to engage ‘Apnapan’. The tagline ‘Isey apna hi
gaadi samjho’ was strategically used to connect with the emotions
of the public.
Uber partnered with Madison World, as its media agency and
Tarpoot Dentsu as their advertising agency. To bring out the main
objective of ‘Apnapan’, Pallavi Chakravarti, the executive creative
director stated that its more impactful to use the real stories to
shoot the commercial to build a deeper brand connect. The
campaign will be promoted across social media platform YouTube,
Facebook and the broadcast media - Television and radio. The
commercial on television and radio will be promoted in multiple
languages like Hindi, Marathi, Bengali, Kannada, Tamil and Telugu.
C L I P S F R O M T H E T V C
10. 4
HISTORY : THE FALL OF UBER
The US based taxi-hailing company UBER has
been making news across the globe for
various reasons – including the rise and fall of
the company’s former CEO Travis Kalanick
(June, 2017).
What lead to this fall of the co-founder of
UBER?
The timeline of the fall of UBER began in the
year 2013. The $70 billion company has been
accused of some serious allegations of
gender discrimination, sexual harassment, and
a toxic work environment.
SURVEY OF
LITERATURE
11. TIMELINE
Let’s focus on the timeline of consumer incidents.
December, 2013 : On New Year’s Eve, an Uber driver runs into a
family in San Francisco crosswalk, killing a 6-year-old girl and
seriously injuring her mother and brother.
July, 2014 : The company attracts a lot of criticism for its use of
dynamic or surge pricing—a scheme in which Uber's fares can rise
dramatically when rider demand is high. Users especially criticized
Uber when surge pricing was introduced.
October, 2014 : Forbes reports that Uber has a “God View” and a
“Creepy Stalker View”—a GPS trick that could track any user’s
location information while they are on the go. A BuzzFeed news
reporter says she’d been tracked on her way to a meeting with a
general manager of the company.
December, 2014 : India’s Delhi region bans Uber’s car-hailing
service in the wake of explosive allegations that an Uber driver
raped a female passenger. More questions are raised about
whether Uber’s driver background checks are thorough enough.
February,2016 : A man who drove for Uber is accused of killing six
people in a Kalamazoo, Michigan, shooting spree, which prompts
more concerns about Uber’s background check process.
As the year 2017 approached, every month there was an incident.
Thus, under the pressure of investors Travis Kalanik stepped down
as the CEO, but is still a part of the board of directors.
5
NOTE https://www.wired.com/story/timeline-uber-crises/
SURVEY OF
LITERATURE
12. 6 SURVEY OF
LITERATURE
UBER TVC IN INDIA
In August, 2017 UBER launched its full-fledged brand
campaign for the Indian market, led by a TVC. India is
the second largest market by user-base, after the US.
Sanjay Gupta, the head of marketing, UBER, India told
Brand Equity, “The challenge for Uber in India is to
make it ‘every day’ for ‘everyone’. For which we need to
bridge it as an everyday usage product”. While
speaking with Campaign India, he said, that UBER in
the last four years of operating in India grew through
word-of-mouth promotions. UBER is present in 29 cities
across India and have achieved a total of five million
trips.
The TVC is built on the basis of a lot of research done
by the Marketing department, where they found out
that, a lot of heart warming stories and experiences
take place between riders and driver partners across
the country. Thus, these are the stories that make
people come back to ride with UBER.
The creative agency Taproot Dentsu came out with the
idea of ‘Apnapan’ to build a deeper brand connect.
Pallavi Chkravarti the executive creative director, said
that “The campaign idea is to help people across the
13. 7
country to make the shift from an indulgence to habit. And for
people who are doing it occasionally, the task is to change
the notion and make it every day.” Brand Equity
The task of making the TVC keeping in mind the simple
thought ‘Apnapan’ with the tagline ‘Issey apni hi gaadi samjho’
was not that difficult, according to Pallavi Chakravarti. As they
kept it true to the brand and the service, where a multiple of
stores are created on the basis of the real stories of the UBER
riders and drivers.
According to Vikram Sakhuja, CEO Madison, UBER’s Media
Strategy partner, said “With the launch of this campaign, we
expect more people to connect and use the convenience
provided by Uber in the Indian context- just like it is being
appreciated and used by people in various countries across
the world.” Exchange4Media
SURVEY OF
LITERATURE
S A N J A Y G U P T A
H E A D O F M A R K E T I N G , U b e r
I N D I A
P A L L A V I C H A K R A V A R T I
E X E C U T I V E C R E A T I V E
D I R E C T O R , T A R P O O T D E N T S U
14. AGENCY- TAPROOT DENTSU INDIA
Agnello Dias - Chief Creative Officer
Santosh Padhi - Chief Creative Officer
Umesh Shrikhande - Chief Executive Officer
Pallavi Chakravarti - Executive Creative Director
Neeraj Kanitkar- Creative Director
Shashank Lanjekar- Head, Strategic Planning
Almas Ahmad- Planning Director
Ayesha Ghosh - General Manager
Radhika Sabherwal- Senior Account Director
Production- Red Ice Films
Director- Shimit Amin
Music- Roshan Machado
Producer- Gary Grewal, Basab Dasgupta and Priyank
Mishra
8 SURVEY OF
LITERATURE
The ‘Apnapan’ TVC was handled by the team
below.
15. 9 RESEARCH
SIGNIFICANCE
OBJECTIVES
• To know the impact of the first Uber commercial on
Indian viewers.
• To know change in view of the brand image on the
consumers.
• To know if the first Uber TVC emotionally connected with
the Indian viewers.
HYPOTHESIS
For this study the hypothesis framed as follow:
“The first Uber TVC ‘Apnapan’ positioned a positive image
of the brand, in the consumers mind.”
LIMITATIONS
• The sample size is too small, thus the results cannot be
considered as universal.
• As questionnaires were given to consumers, it is
assumed that the answers are accurate.
• There are too many uncontrolled external variables, as
the study was done in an open space not a laboratory
environment.
16. RESEARCH
METHODOLOGY
R E S E A R C H D E S I G N EX-POST FACTO RESEARCH
R E S E A R C H M E T H O D SURVEY METHOD
R E S E A R C H I N S T R U M E N T STRUCTURED QUESTIONNAIRE
S A M P L E S I Z E 7 0 INDIVIDUALS
S A M P L E A R E A DELHI, KOLKATA, AHMEDABAD
S A M P L I N G M E T H O D NON-PROBABILITY : HAPHAZARD
SAMPLING
SOURCES OF DATA
Covered both primary and secondary data collection.
P R I M A R Y D A T A C O L L E C T I O N :
The collection of the primary data, which comprises of the first
hand data given by customers, were collected through structured
questionnaires with open and close ended questions.
Questionnaire : Was provided through online google forms and
on the field. It includes both multiple choice, check box and likert
scale, to record the responses.
S E C O N D A R Y D A T A C O L L E C T I O N :
This data was collected through already published online articles
of newspaper websites, personal blogs of celebrities, and popular
websites like Brand Equity, Exchange4Media, AdWorld etc.
10
17. RESEARCH
METHODOLOGY
SAMPLING TECHNIQUE
NON-PROBABILITY : HAPHAZARD/CONVINIENCE SAMPLING
This sampling technique is based on human choice rather than
random selection. Thus, it is also known as Haphazard Sampling.
Theory cannot explain the samples behaviour and there are
potential sources of bias. This type of sampling comprises of the
sample being drawn from the population close at hand.
SAMPLE SIZE : 70 Individuals (Male and Female)
STAGES OF METHODOLOGY
STAGE 1
•Data collection : The primary data was collected through provision of
questionnaires that were directly filled by the consumers. The secondary
data was collected through already published articles online.
STAGE 2
•Data Profiling : The secondary data that include the already published
articles giving information about the company, is collected. The profiling of
this data is required for stating the hypothesis. Data profiling is also required
for survey of literature.
STAGE 3
•Data Analysis : Analyzing the results of the questionnaire given to the
sample population is required for interpretation. This is the process of
systematically applying logical and statistical reasoning to describe and
evaluate.
•Data Interpretation : The data is interpreted based on the results of the
analysis. The interpretation leads to the final declaration of the hypothesis.
11
18. DATA
ANALYSIS
AGE OF THE RESPONDENTS (N = 70 INDIVIDUALS)
F I G U R E 2
GENDER OF THE RESPONDENTS (N = 70 INDIVIDUALS)
F I G U R E 1
12
19. DATA
ANALYSIS
According to the demographics of the sample:
• 59% of the sample is Female and 41% of it is
Male. (Figure 1)
• The age of the sample is in between 17-47
years. (Figure 2)
• The sample comprises of 64% of students
and 36% of working professionals. (Figure 3)
OCCUPATION OF THE RESPONDENTS (N = 70 INDIVIDUALS)
F I G U R E 3
13
20. DATA
ANALYSIS
After the personal information was asked, questions on Uber
usage and experience was registered from the 70 individuals.
USAGE OF THE RESPONDENTS (N = 70 INDIVIDUALS)
F I G U R E 4
REASON OF USAGE OF THE RESPONDENTS (N = 70 INDIVIDUALS)
F I G U R E 5
14
21. DATA
ANALYSIS
RESPONDENTS REPLY TO IF THEY OWN A PRIVATE VEHICLE
(N = 70 INDIVIDUALS)
F I G U R E 6
From the above data it can be observed that:
• 99% of the sample populations uses Uber
(Figure 4) although 77% of them own their
own private vehicle (Figure 6).
• 64% use Uber for leisure and 54% uses it
for Official work. (Figure 5)
15
22. DATA
ANALYSIS
FREQUENCY : USAGE OF THE RESPONDENTS (N = 70
INDIVIDUALS)
F I G U R E 7
EXPERIENCE OF THE RESPONDENTS (N = 70 INDIVIDUALS)
F I G U R E 8
16
23. DATA
ANALYSIS
Out of 70 individuals those who travel in Uber :
(Figure 7)
• Very Often – 20 individuals
• Often – 20 individuals
• Occasionally – 24 individuals
• Rarely – 7 individuals
The sample population was asked to rate their
Uber experiences on a scale of 1-7, where 1 –
strongly disagree and 7 – strongly agree.
(Figure 8)
The response on the rating scale suggests :
• 11.4% have had a pleasant experience with
Uber.
• 2.9% have had unpleasant experiences with
Uber.
• 23% have rated their experience as 6.
17
24. DATA
ANALYSIS
RATE : EXPERIENCE OF THE RESPONDENTS (N = 70
INDIVIDUALS)
F I G U R E 9
The sample population as Uber consumers
are very specific about rating their experience
with the brand. Response was taken on a
scale of 1-7, where 1 – strongly disagree and 7
– strongly agree. (Figure 9)
• 46% rate Uber on their experience with the
services.
18
25. DATA
ANALYSIS
The sample population of 70 individuals were questioned on the
Uber TVC ‘Apnapan’.
RESPONSE OF THE RESPONDENTS (N = 70 INDIVIDUALS)
F I G U R E 1 0
F I G U R E 1 1
19
26. DATA
ANALYSIS
Out of the 70 respondents, the no. of
people who have watched the Uber
TVC ‘Apnapan’ : (Figure 10)
• 51 respondents have watched the
TVC.
• 15 respondents have not watched
the TVC.
The commercial was viewed by the
sample population mostly : (Figure 11)
• YouTube – 46%
• Television – 21%
20
27. DATA
ANALYSIS
The 70 individuals were then questioned on, how they felt
about the first Uber TVC ‘Apnapan’.
RESPONSE OF THE RESPONDENTS (N = 70 INDIVIDUALS)
F I G U R E 1 2
RESPONSE OF THE RESPONDENTS (N = 70 INDIVIDUALS)
F I G U R E 1 3
21
28. DATA
ANALYSIS
The 70 individuals were asked about their
feelings towards the Uber TVC ‘Apnapan’ and
were asked if the commercial ‘appeal’ to
them:
• 33% rated the appeal of the commercial – 6
• 30% rated the appeal of the commercial – 7
• 2.9% rated the appeal of the commercial – 1
Thus,
• 41% felt good after watching the
commercial
Response was taken on a scale of 1-7, where 1
– strongly disagree and 7 – strongly agree.
(Figure 12 & 13)
22
29. DATA
ANALYSIS
RESPONSE OF THE RESPONDENTS (N = 70 INDIVIDUALS)
F I G U R E 1 4
RESPONSE OF THE RESPONDENTS (N = 70 INDIVIDUALS)
F I G U R E 1 5
23
30. DATA
ANALYSIS
As most of my respondents felt good after watching the TVC
, they connected emotionally too : (Figure 14)
• 40% of my respondents strongly agreed to connect
emotionally with the TVC
Thus, when they were asked what aspects of the TVC
worked for them to connect on an emotional level mostly
answered :
Response was taken on a scale of 1-7, where 1 – strongly
disagree and 7 – strongly agree. (Figure 15)
• 56% thinks the storyline helped them connect.
• 13% feel that the direction of the TVC helped them
connect.
RESPONSE OF THE RESPONDENTS (N = 70 INDIVIDUALS)
F I G U R E 1 6
24
31. DATA
ANALYSIS
As 56% of my respondents connected more with the storyline
of the commercial, on asking them if the world in the
commercial worked as the world in real time, 44% of them
replied ‘YES’. (Figure 16)
RESPONSE OF THE RESPONDENTS (N = 70 INDIVIDUALS)
F I G U R E 1 7
Thus, out 70 individuals when they were asked if the
commercial grabbed their attention :
• 38% replied on the scale of 7 (Strongly Agree)
• 13% were on the scale of 4 (Neutral)
Response was taken on a scale of 1-7, where 1 – strongly
disagree and 7 – strongly agree. (Figure 17)
25
32. DATA
ANALYSIS
RESPONSE OF THE RESPONDENTS (N = 70 INDIVIDUALS)
F I G U R E 1 8
RESPONSE OF THE RESPONDENTS (N = 70 INDIVIDUALS)
F I G U R E 1 9
26
33. DATA
ANALYSIS
The 70 individuals were asked if their opinion
of the brand Uber changed after viewing the
TVC ‘Apnapan’ : (Figure 18)
• 41% agreed of opinion change
Thus,
According to these 70 individuals the
commercial ‘Apnapan’ throws positive light on
the brand Uber.
• 49% Strongly Agreed
Response was taken on a scale of 1-7, where 1
– strongly disagree and 7 – strongly agree.
(Figure 19)
27
34. 28
DATA
I N T E R P R E T A T I O N
FROM THE RESEARCH FINDINGS AND DATA ANALYSIS WE CAN
INTERPRET (FOR MY SAMPLE POPULATION, N=70)
• 99% of the respondents in the age group of 17-40 years
use Uber. (Figure 2)
• Out of these 99% Uber users, 34% use it occasionally.
(Figure 7)
• 23% Uber users have had pleasant experiences with the
services and 14% Uber users fall under the category
where they did not have any pleasant experiences with
Uber services. (Figure 8)
• 31% of the respondents are neutral towards thinking
Uber is value for money.
• The consumers always give a feedback on the services.
46% of the sample population strongly agreed that they
rate Uber services based on their experience. (Figure 9)
• The ‘Apnapan’ TVC has been viewed by most of the
respondents and 46% have viewed the commercial on
YouTube. This, means that consumers today are very
updated through social media. (Figure 11)
• The main motive of Uber was to launch a commercial
that connects with the emotions of their consumers. 41%
of the respondents strongly agreed that they connected
to the commercial emotionally. (Figure 15) The storyline
was appreciated by 56% respondents. (Figure 14)
• Pallavi Chakravarti the chief executive creative director
had suggested that they were looking at the real
experiences of the driver and rider stories to portray in
the commercial. Thus, 44% of the respondents thought
that the stories in the commercial were real stories.
(Figure 16)
35. 29
DATA
I N T E R P R E T A T I O N
FROM THE RESEARCH FINDINGS AND DATA ANALYSIS WE CAN
INTERPRET (FOR MY SAMPLE POPULATION, N=70)
• Due to the real time stories portrayed, the TVC
accomplished in grabbing the attention of 36% of the
respondents (Figure 17). Thus, the commercial made 41%
of respondents ‘feel good’ after watching the commercial
(Figure 13).
• 41% of the individuals had a change in opinion after
viewing the TVC. (Figure 18)
• The brand image of Uber in India went down after the
negative publicity Uber was facing. This campaign launch
of real stories of driver and rider experiences did attract
49% of the respondents. According to them the TVC
‘Apnapan’ throws a positive light on the brand image of
Uber. (Figure 19)
36. 30CONCLUSION
“The first Uber TVC ‘Apnapan’ positioned a
positive image of the brand, in the consumers
mind.”
STATING THE HYPOTHESIS
The strategy of the first TVC launched in India by Uber
focused on connecting with the consumers on an emotional
level to position a positive brand image after all the negative
publicity. Thus, the commercial portrayed stories that were of
real experiences of drivers and rider relations. From the
before research findings and data analysis, it has been
interpreted that most of my respondents had a change of
opinion (41%) after watching the TVC, as the stories were
relatable and 40% of the respondents connected emotionally.
Hence, according to the findings 49% of the 70 individuals
think the ‘Apnapan’ TVC reflects a positive image of Uber as
a brand.
