"Will lead with actions, not just ads": Sanjay Gupta, Uber

Uber's global brand director, APAC, says hygiene and safety have temporarily replaced traditional category benefits like price and availability.

When the Coronavirus pandemic broke out earlier this year, most businesses had no idea of what to expect in the coming months. Strategies tanked, campaigns were scrapped, and sales dipped. This was also the case with cab-hailing service Uber India – the brand that facilitated 14 million rides a week in the country last year, as per a February 2020 report.

The American multinational company’s global brand director, APAC, Sanjay Gupta finds these unprecedented times difficult. He is looking at ‘re-learning’ and ‘re-adapting’ in the post-lockdown world.

The marketer has around two decades of experience in global, regional and local marketing roles across tech, e-commerce and consumer goods brands. Before joining Uber in May 2017, he was the chief marketing officer at Urban Ladder, an e-tailer of online furniture, decor and interior design services, for over a year. He has headed marketing – wellness and youth at Marico, and has also worked for Purple Squirrel Consulting and Accenture in the past.

afaqs! spoke to him about the 'unique' marketing challenges in 2020, and how the brand, which earned Rs 1,414 crore revenue in 2019, is dealing with them.

Edited excerpts: