How PR Delivered Growth for Uncle Delivery in India’s Logistics Market
The Challenge
Uncle Delivery entered India’s crowded and competitive last-mile logistics market with a bold mission: to simplify on-demand intracity delivery for individuals and businesses alike. From forgotten chargers to small business deliveries, the app promised fast, affordable, and flexible movement of goods with just a few taps.
Despite a robust tech platform, growing user base, and fleet diversity (bikes to trucks), Uncle Delivery lacked brand recognition in both mainstream and startup circles. Most users viewed logistics as a commoditized service — making it hard for Uncle D to stand out, build trust, or be top-of-mind.
What They Needed:
A compelling narrative that framed Uncle Delivery as a game-changing logistics enabler, not just another delivery app
Media credibility to gain trust from both small businesses and consumers
Founder visibility to open doors for partnerships, investors, and city-level expansion
Story-driven growth, not dependent on paid ads or discounts
The Solution
WingComm was brought in to lead a PR-first growth campaign, designed to turn Uncle Delivery from a functional app into a recognized brand in India’s logistics space.
Strategic Objectives
- Build a PR narrative focused on empowerment: how Uncle D makes life easier for local users and business owners
- Position the founding team as problem-solvers, reimagining India’s hyperlocal delivery model
- Drive earned media visibility in logistics, startup, business, and regional news platforms
Sustain a low-cost, high-impact PR engine that could scale with new city launches
The Approach
We built the campaign around three pillars:
1. Real-World Impact Storytelling
We shifted focus from vehicles and features to lived experiences:
- How local shops grew with Uncle Delivery
- How users got essentials delivered within minutes
- How logistics partners found dignified work with better pay-outs
These stories gave us organic hooks to pitch human-centered coverage, not just product PR.
2. Founder-Led Media Positioning
We spotlighted Uncle Delivery’s leadership as urban problem-solvers:
- Framed them as champions of small business enablement
- Highlighted their city-by-city expansion strategy
- Positioned them in conversations around logistics efficiency, MSME growth, and gig economy transformation
This opened doors for startup ecosystem coverage and investor attention.
3. Local-to-National Media Mix
We crafted city-specific stories for Tier 1 and Tier 2 media while securing visibility in major business and startup publications:
- Focused on regional language PR in expansion cities like Bengaluru, Hyderabad, and Delhi NCR
Simultaneously targeted pan-India platforms like YourStory, Inc42, BusinessLine, and Economic Times for broader credibility
The Execution
The PR campaign ran for 5 months and included:
- Media features & interviews in YourStory, BusinessLine, Business Insider India, Telangana Today, Vijay Karnataka, and more
- Regional press releases announcing new launches and partner success stories
- Founder thought-leadership articles on the logistics-gig economy nexus
- Success story pitching to local city journalists focused on SMEs and app-based services
- LinkedIn amplification through WingComm-created founder narratives and infographics
The Results
The campaign turned media visibility into momentum:
- 21+ media stories across English and regional publications
- 2.8x increase in app downloads in Tier 1 & Tier 2 cities during the campaign window
- Investor and partnership inquiries tripled, especially post-feature in YourStory
- 20% month-on-month increase in driver partner sign-ups
- Media mentions in key business and startup newsletters, boosting top-of-mind recall
- Credibility boost enabled partnerships with housing societies, kirana chains, and retail hubs
The Outcome
Today, Uncle Delivery is no longer just another logistics app — it is a recognized brand for fast, affordable, and flexible local delivery. Its public image aligns with its product mission, and PR is now a key part of its go-to-market playbook.
Uncle D is expanding into new cities, collaborating with MSME ecosystems, and exploring sector-focused logistics solutions — backed by a trust-driven brand identity that began with strategic storytelling.
Want to Drive PR-Led Growth Like Uncle Delivery?
At WingComm, we help high-growth startups shape public perception with precision PR. Whether you’re in logistics, fintech, or SaaS, our storytelling-first approach delivers real traction.
