Uber leverages digital to divert Cricket fever to an important cause
Sustainability and the idea of rethinking urban planning and spaces is the inspiration behind Uber India’s new campaign #ParksNotParking, which goes live today. The campaign aims to raise awareness about the ills of growing congestion and pollution in cities which is turning many of them into giant parking lots, thereby underscoring the urgent need to better utilise urban spaces for building parks. Besides providing much needed oxygen, parks will also provide residents and sports enthusiasts the space to play.
Rapidly rising urban populations coupled with increasing private car ownership have restricted green and playing spaces. The much loved “gully’’ cricket, which has enabled millions of Indian children to enjoy the game and helped build India’s cricketing prowess is losing popularity. Uber hopes its campaign #ParksNotParking will shape a movement to restrict parking and reignite passion for gully cricket.
As an official partner and sponsor of the ICC Men’s World Cup 2019, Uber will cash in on the ongoing excitement for cricket by launching a digital-first campaign, supported by exciting on-ground activations across Mumbai, Delhi and Bengaluru. Cricket nets will be set-up in high footfall areas in Kala Ghoda in Mumbai, South Extension in Delhi and Phoenix Market City in Bangalore to encourage residents to play the game and more importantly, rethink how we can build more sustainable cities.
Speaking about the campaign, Manisha Lath Gupta - Marketing Director, Uber India & South Asia, said, “Increased car ownership is robbing cities of their parks and much needed green spaces. Through our #ParksNotParking campaign, we aim to educate and encourage citizens to choose smarter and shared mobility solutions. Just as cricket builds bridges and helps people come closer together, we remain confident our initiative will build communities united by a vision of promoting more sustainable lifestyles.”
Dr. Yasmin Haque, Representative, UNICEF India said, "As UNICEF we believe that every boy and every girl has the right to play in a safe space. A well designed, well managed and safe play environment that puts children first is fundamental for a happy and healthy childhood. Every child regardless of their ability should have access to quality play and safe spaces, especially children in urban areas. Play is an important part of a child’s social, physical, intellectual, creative and emotional development. For every child, a playground for a better future.”