Bring in the bubbly: Uber Eats' strategy in hiring Alia to boost brand

With the Bollywood actress at her bubbly best in a new campaign, the fight for the number three slot in online food ordering is getting stiffer

A hungry Alia Bhatt walks out of a party to dine with a friend at home. She rushes to the kitchen to help herself with food and is greeted by the humble apple gourd or tinda (in Hindi) in a container. She is upset and threatens to walk out, but is saved in time by Uber Eats, the food ordering app that sits on her phone. She and her friend help themselves with burgers ordered using the app.

For viewers of this commercial, currently on across television channels, a smile of recognition comes easily. There have been innumerable times when consumers