Hyderabad: During its earliest days in Hyderabad, troubled urban transportation start-up Uber pursued an aggressive marketing tactic, specifically aimed at city tipplers.
The strategy was simple: Tie up with Hyderabad’s clubs and spread the message If you've had that drink, pick Uber. We'll get you home.
This drink-and-forget policy worked wonders with those concerned about an equally aggressive traffic police who, faced with a rising number of offenders, were clamping down on drunk drivers.
Several parties were organised and the company had even teamed up with Tollywood celebrities to promote itself. One of the strategies involved the Uber party bus a night out with the company on a bus.
Read: Employees: Safety not our problem
The vehicle would ferry prospective clients across the city and would later, drop them off at a prescribed spot.
“It’s our attempt at promoting safe driving,” a highly-placed source at the firm had claimed during a meet early last year. “Hyderabad has hundreds of people stepping out on a Saturday night. This is our way to get them home,” the executive had added.
The tie-up with city clubs had the cab company pitching the idea to customers right outside establishments, with vouchers and offers for free trial rides. The company also convinced local celebrities to tweet about their “happy ride”, each time they were offered the service.
