Enter your destination, search and book — hiring a cab today is that simple. And if there were to be a cancellation or an error in payment, all it takes for you is another few taps on the screen to set it right. Is that same convenience extended to the drivers? Uber India makes an extra effort to let its partners — what it likes to call its drivers — know that all their concerns are being worked upon as well.

Launched a few months after another driver initiative around Father’s Day, this latest campaign titled ‘Aapka Apna Uber’ highlights the ride-hailing app’s latest features. Any driver on its network can now avail of accident insurance and a night-time support service with just a few clicks. 

According to Sanjay Gupta, head, marketing, Uber India, the commercial currently running only digital platforms, seeks to address the needs of its drivers, “We have a platform called Uber Samaj where we interact with our driver partners and discuss ways to make a platform that is better equipped for them”.

Simple and heartwarming stories depict a day in a driver’s life, all the while conveying that Uber is present for when its partners need a helping hand. Quite like the ‘Apni Hi Gaadi’ campaign that it ran a month ago for its riders. Unlike a customer-centric advertising approach so far followed by its home-grown rival, this San Francisco-based company goes a step further to cement ties with its drivers as well. Here’s why, “For a service like Uber to grow from strength to strength, it is extremely important for its driver partners to feel looked after. Even though the target audiences differ, the sentiment behind the thought is the same,” explains, Pallavi Chakravarti, executive creative director, Taproot Dentsu, which conceptualised the ad films. With two back-to-back campaigns for both sections of its target audience, Uber India is doing all it can to show that it cares for you.