The campaign features a series of films and social-first content that spotlight how Uber Auto, Bike and Car rides can remove everyday travel struggles and convert them into convenient, affordable and reliable journeys.

At its heart is a simple truth: nothing ruins your day faster than a rough commute. By showing Gambhir and Ashwin unusually upbeat in their Uber rides, the films highlight how Uber doesn’t just get you from point A to B, it flips frustration into delight.

Speaking about the campaign, Ameya Velankar, Head of Marketing, Uber India South Asia, said, “We wanted to bring a fresh, fun lens to Uber’s role in removing everyday travel struggles. With the unexpected duo of Gambhir and Ashwin, we’ve created a light-hearted take on how Uber makes rides not just reliable and affordable, but also mood uplifting. Our aim is to be the go-to brand for young Indian aspirers, one that connects function with feeling and nudges even non-users to try Uber for the first time.”

Taking a culture-first route, the campaign is being rolled out in multiple regional languages across key markets. By leaning into local humour, pop culture cues and everyday commuting insights, Uber ensures the message hits home with diverse audiences across India. Going live across TV, digital and social platforms, outdoor, the campaign is built for today’s young urban aspirers.

Uber today offers rides across multiple form factors including two-, three-, four-wheeled options, along with buses and mass transit systems, giving riders a choice that matches their needs, budgets and preferences. From quick bike rides to beat traffic, to comfortable car trips and reliable autos, Uber has become an everyday ride for millions of Indians.

And according to South Indian Amavasyant calendar, it takes place in the Krishna Paksha  of  Bhadrapada  month. Even though the dates might differ in North and South India, yet the basic Shraadh rituals are the same.

This year, the Pitru Paksha has begun from September 13 and will last will September 28. You must have heard from your elders about Shraadh and offerings which are made during this period. It is said that by offering food and performing Tarpan—the souls of our dead ancestors attains peace, thereby bestowing their blessings on family.There are certain beliefs which are followed by a most during the month of Shraadh.

Take a look at some of the Dos and Don’ts practised in Pitru Paksha:

It is believed that any new thing should be started during this time. In fact, buying new stuff, clothes, jewellery etc is prohibited during this period.

During Pitru Paksha, any auspicious event such as marriage or other celebrations is also avoided. Whether planning to buy a new house or property—people ususally postpone the date.

Tamsic food including onion, ginger and garlic is avoided. Many households stop eating non-vegetarian food during Shraadh month. Also, consumption of liquor too must be stopped.

The Pitru Paksha rituals must be performed with a clean heart, mind, body and soul. Prayers must be performed for peace of the departed soul and all blessings sought.

Remember to do the Tarpan duties of your dead ancestors, so that they meet peace with your offerings.