Uber India taps into IPL fever with a prank-filled, fast-paced campaign starring the Sunrisers Hyderabad star
As IPL 2025 heats up, Uber India has rolled out a bold, cheeky campaign for its two-wheeler service Uber Moto—with Australian cricket star and Sunrisers Hyderabad batter Travis Head cast as the leader of a mischievous gang known as the “Hyderabaddies.”
The campaign, titled “Ride Like a Hyderabaddie”, marks a sharp departure from conventional cricket-themed advertising. It taps into Head’s rising popularity in India following his explosive performances on Indian soil—most notably his match-winning knock in the ICC Men’s Cricket World Cup Final.
Uber Moto leans into speed, relevance, and Gen Z appeal
Ameya Velankar, head of marketing at Uber India, outlined the campaign’s bold creative direction:
“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.”
He added: “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.”
A disruptive twist on the traditional IPL ad
The campaign film shows Travis Head and his crew of pranksters wreaking light-hearted havoc on rival IPL teams—then making quick escapes through bustling city streets on Uber Moto bikes. The narrative mirrors the brand promise of speed, convenience, and affordability, while injecting humor and pop-culture flair.
Mayuresh Dubhashi, chief creative officer at FCB India, explained the approach:
“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,” Dubhashi added.
Uber Moto aims to go beyond transportation
By positioning Head not just as a cricketer but a cultural icon, the campaign elevates Uber Moto beyond its core utility—injecting it with speed, style, and IPL-season swagger. The campaign is now live across digital and social media platforms, strategically timed to capitalize on India’s cricket frenzy and youth engagement during IPL 2025.
Name of Author: Cricexec Staff
