The Pride Heart Campaign ∙Uber
Himanshu Saxena
Campaign summary
In a landmark ruling on 6th September 2018, the Supreme Court of India decriminalized homosexuality. And so, on 14th Feb, 2019 we found ourselves on the cusp of an important cultural moment in the country’s history — India’s first Valentine’s Day for all. However, there was still a need for a symbol to represent and express this inclusive love.
Aligned with Uber’s global commitment to diversity and inclusivity, we encouraged the nation to rally behind a new symbol—the Pride Heart emoji. The initiative was launched through a front-page ad in the Hindustan Times, rainbow routes in the Uber app, a petition on change.org, and amplified on our social channels.
Backed by widespread support, we submitted a formal proposal to the Unicode Consortium, advocating for the Pride Heart emoji to be included in phone keyboards as a universal emblem of love and inclusivity.
My role
At the time of release, I was the Creative Director at Uber, leading all rider and driver-partner campaigns with my talented team of writers, designers, and motion graphic artists.
I guided the visual design and wrote copy for the campaign.
The work
Front page ad in The Hindustan Times
Media buzz and widespread support
Rainbow routes in the Uber app | One-of-its-kind innovation
Recommendations on my LinkedIn profile from Marketing Directors at Meta, PepsiCo and RBL —
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Posted Oct 9, 2024
Multi-channel campaign activated through front-page ad, Uber app and social media. I served as the Creative Director and Copy Chief for the campaign.
