iWorld
Ofcom to make cost of phoning TV and radio shows clearer
MUMBAI: Ofcom has made changes that will make the cost of entering phone-ins, competitions and votes on TV and radio programmes simpler to understand.
In the UK, broadcasters often invite people to interact with shows in this way using phone numbers starting 084, 087 and 09.
From 1 July, the cost of calling those numbers will be made up of two parts: an ‘access charge’ going to the caller’s phone company, and a ‘service charge’ set by the broadcaster.
All TV and radio programmes using the numbers – from talent shows to quizzes, phone-ins and entertainment programmes offering a prize – will include the service charge for calling.
Clear prices are important because the cost of interacting with programmes varies considerably. Some calls may cost a few pence, but others may cost more than ?2 per minute.
Under the current system, viewers and listeners are typically given information such as:
“Calls cost Xp from a BT landline. Other landlines may vary and calls from mobiles may cost considerably more.”
That will change from 1 July, when broadcasters will explain their service charge using a form of words such as: Calls cost Xp plus your phone company’s access charge.
Phone companies – both landline and mobile – will have to give customers a single access charge for all calls to 084, 087 and 09 numbers, stating it clearly on bills and when a customer takes out a new phone contract. Viewers and listeners can then work out the exact cost of interacting with a show.
Ofcom has also published changes to the Broadcasting Code, the rules governing standards in TV and radio programmes in the UK, to reflect the new charging structure and explain how broadcasters should communicate the cost of calls to viewers and listeners.
As well as TV and radio shows, 08 and 09 numbers are used by millions of people every week to contact businesses and organisations or pay for premium services.
From 1 July, the cost of calling these numbers – as well as 118 directory enquiries – will be made up of an access and service charge, so callers can work out the exact cost before they dial.
On the same day, calls to Freephone (0800 and 0808) numbers will be become free from all consumer phones – including mobiles.
Together, the changes on 1 July will affect 175 million telephone numbers, making this the biggest overhaul of phone calls in more than a decade. The changes are being communicated by Ofcom and phone companies, working together under the banner UK Calling.
Effective immediately, adverts explaining the new charging system will be broadcast across major commercial radio stations, followed by newspaper adverts.
Major landline and mobile phone providers are now sending leaflets about the changes to millions of customers who take a paper phone bill.
Ofcom CEO Sharon White said, “In July we’ll see the biggest changes to phone calls in over a decade, affecting 175 million phone numbers. The changes are important for people who enjoy interacting with their favourite shows, but also for everyone calling companies and organisations on 08, 09 and 118 numbers. People can look out for more information from their phone company, or visit the UK Calling website.”
iWorld
Uber spotlights Rs 25 bike rides with music led IPL campaign
Uber uses 15 second music films with Divine and Roll Rida to push Rs 25 rides
MUMBAI: In a season where ads usually swing for sixes with celebrity spectacle, Uber has chosen to play a clever single sharp, fast, and straight to the point. Uber has rolled out a distinctly stripped-down IPL campaign, putting its product Uber Bike rides starting at Rs 25 for up to 3 km front and centre, rather than leaning on big-budget storytelling. The campaign features hip-hop artist Divine in Mumbai and Roll Rida in southern markets, using music as the primary vehicle for recall.
IPL advertising has long been dominated by high-production narratives packed with cricketers and film stars. Uber’s approach flips that playbook. Instead of elaborate storytelling, the brand opts for 15-second music-led films quick, rhythmic bursts designed to mirror the pace of urban mobility itself.
The message is deliberately simple, affordable, fast rides that cut through city traffic. No layered plots, no extended build-up just a functional promise delivered with cultural flair.
In the Mumbai-led film, Divine zips through traffic on an Uber Bike, turning the Rs 25 price point into a hook with his signature wordplay around “pachisi”. The campaign cleverly reframes affordability as a moment of delight, the kind that leaves commuters with a “32-teeth smile” after beating traffic at minimal cost.
Meanwhile, Roll Rida’s version leans into southern sensibilities, blending Telugu and Tamil influences with high-energy visuals. Set to the beat of tape drums, the film celebrates how low-cost rides can unlock a more connected and vibrant city experience. Together, the films reflect a conscious push towards regional authenticity, rather than a one-size-fits-all national narrative.
The campaign also signals Uber’s sharper focus on India’s growing bike taxi segment. While the company offers multi-modal services spanning cars, autos, metro integrations and intercity travel, this push zeroes in on two-wheelers as a key growth lever in dense urban markets.
By anchoring the campaign around a Rs 25 entry price for short distances, Uber is targeting everyday commuters, particularly younger users navigating congested cities where speed and cost matter more than comfort.
With IPL advertising clutter at its peak, even the most straightforward message risks getting lost. Uber’s answer is to embed the proposition within culture using music, regional nuance and repeat-friendly short formats to drive recall. The creative team has also layered subtle visual cues including multiple references to “25” within frames encouraging repeat viewing and reinforcing the core message without over-explaining it.
The campaign reflects a broader shift in advertising priorities. As attention spans shrink and media environments get noisier, brands are increasingly favouring clarity over complexity and speed over scale.
Uber’s IPL play may not shout the loudest, but it lands where it matters in the everyday commute. Because sometimes, in a marketplace full of grand narratives, a Rs 25 ride is story enough.
