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Urban Company launches #WearASmile Campaign

Shreoshree Chakrabarty December 9, 2020
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Urban Company, India and the UAE’s largest tech-enabled home services marketplace launch a campaign #WearASmile. Under this initiative, all service professionals will be issued face masks with a smile on it. Though masks prevent consumers and service professionals the company believes that they make people (service professionals) invisible by hiding their faces and humanity. Therefore, in a way to humanise the mask itself, all professionals on the platform will be issued face masks with smiles on them – as a small reminder of the human behind the mask.

People have been wearing masks to safeguard themselves and the people around them, ever since pandemic-related restrictions were imposed in India on March onwards. Masks take away a basic sense of humanity from day-to-day life whilst they help people stay safe. The thing that is missing from people’s face is a smile, warmest human element. As a result, human interactions seem devoid of warmth. To ensure consumers are living and working comfortably from home, service professionals put their lives at risk, this is exacerbated.

By adding a smile to the face mask, Urban Company’s #WearASmile campaign focuses to alleviate this diminished human element between consumers and professionals.

Commenting on the initiative, Tarun Menon, Director – Marketing, Urban Company said, “For our service professionals, masks hide their faces, making them unrecognisable; hiding the individuals behind the masks. Through the pandemic, we’ve heard stories from around the world that have reaffirmed our faith in the indomitable human spirit. Our intent with this small change to the masks our service professionals wear is to make the face mask in itself a little more human, with the smallest of reminders of that unbeatable human spirit – a smile.”

On 8th December, this campaign released with an ad film. Many brands have extended their support to this initiative and to show their support some of the brands will change their social media display pictures across platforms to their logos with smiling face masks on them. The brands that are supporting include Pharmeasy, Big Basket, Ola Money, Uber and OYO.

To reflect the new smiling mask being issued to service professionals, Urban Company’s app icon will also change. Underscoring their commitment to offering safe services, Urban Company was one of the first brands to add a facemask to their app icon at the outset of the pandemic.

To ensure the service professional’s livelihoods were not adversely impacted by the uncertainty the pandemic brought on, Urban Company was quick to roll out a slew of initiatives as a safety net for service professionals in the first month of the pandemic. Few of the measures include:

  1. Investment towards providing safety kits and PPEs to all our service professionals
  2. Reimbursements of pre-paid credits with Urban Company worth INR 2 CR
  3. Provided Interest-free business advances worth Rs. 11 Cr
  4. Relief fund with Srinidhi Foundation
  5. COVID-19 health insurance and income protection

Evidenced in the company’s consistently high partner NPS scores and the company’s growth through the pandemic, this has resulted in high levels of satisfaction and productivity among service professionals. Keeping service professionals in mind, Urban Company has constantly launched unique initiatives.

“It’s a very simple idea, but quite thoughtful. Wearing a mask with a smile definitely adds warmth to our covered faces and will bring some happiness to the customers we are servicing. I’m sure all service professionals will participate in this initiative with equal enthusiasm, ensuring it becomes a resounding success,” said Pinky, Service Professional – Urban Company.

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