'Humour In Advertising Must Respect Cultural Context': Uber's International Marketing Head Speaks To NDTV

 In an enlightening conversation with NDTV, Lucinda Barlow, Uber's International Marketing Head, shares insights on the significance of humour in brand marketing, particularly in the diverse cultural landscape of India. From its humble beginnings as a premium ride-sharing platform in just four cities, Uber has now expanded to 120 cities across the nation, positioning India as one of its fastest-growing markets. Barlow emphasizes the importance of safety, affordability, and credibility, making women's safety a top priority. She discusses how localization in product and marketing strategies helps Uber navigate the complexities of Indian culture while collaborating with local comics to convey messages effectively. Discover how Uber balances humour and cultural sensitivity in its advertising approach, all while fulfilling its value proposition to Indian riders.