A few months ago, Uber entered one of the most competitive sectors in India – FoodTech – with its food delivery platform UberEATS. India’s foodtech space, much like the other internet companies in the country, has been famous (infamous, rather) for spending millions on advertisements and promotions, including roping in big stars to promote their brand. Surely, UberEATS is up against these big players with deep pockets.
But at UberEATS, the employees have taken it upon themselves to promote the offering and the best restaurants for its users to order from. They are visiting well-known restaurants, hidden gems from different cities across India, talking about their journey, what makes them so special and what their signature dishes are.
Called ‘What India EATS’, in six episodes so far, UberEATS has visited restaurants in Bengaluru, Delhi and Mumbai talking about deserts, Mughlai food, authentic Goan food and more. These videos are published on its Facebook page.
“At Uber, we encourage our employees to try out new things and support ideas that they want to implement on behalf of the brand. What India Eats is one such campaign where a group of employees from Uber Eats team got together to create videos that tell the story behind restaurants on our platform in the most simple yet relatable way,” the UberEATS team says.
Purely an employee initiative, the videos are scripted, shot and produced in-house by Jonathan Ryan Davis and Akshay BD from the brand team. Uber claims that these are done with limited budgets.
“Besides that, to add humour to the content, we got on board Utsav Chakraborty - writer with AIB and Darius Sunawala a radio jockey,” the team says.
Purely done as a marketing, promotion exercise, Uber says that it will continue this method to spread awareness about UberEATS.
Uber launched UberEATS in India in May this year. Having started with Mumbai, it has expanded its presence to seven cities including Delhi, Gurgaon, Bangalore, Chennai, Chandigarh and Hyderabad, having partnered with a restaurant network of over 5000 restaurant across the country.