iWorld
Spectrum issue gets resolved, nine bands reserved for telecom and broadcasting
NEW DELHI: Resolving an issue that was pending for the past eight years, 31 bands of spectrum have been set aside for telecom and broadcasting.
According to a cabinet decision, nine out of 49 bands between 3 Mhz to 40 Ghz will be reserved for defence, while a group will be formed to decide on the allocation of the remaining nine bands for other Ministries.
There will be spectrum swapping with users like defence vacating the ones, which have not been earmarked for them and moving into those reserved for them, following the decision, Telecom Minister Ravi Shankar Prasad told reporters.
The Cabinet also approved swapping of 15 Megahertz of 3G spectrum between Defence and the Telecom Ministries. However, the government will be able to provide it after completion of the harmonisation process.
“The band in 1700 to 2000 MHz is required to be harmonised. The Cabinet has approved that this harmonisation is to be done in a period of one year,” Prasad said.
The Telecom Ministry has proposed to exchange 15 Mhz spectrum it holds in the 1,900 Mhz band with same quantum of airwaves held by Defence in 2100 Mhz. The 2100 Mhz band is currently used for 3G services.
“Swapping of 15 MHz in the frequency band of 1900 MHz with Telecom has been permitted to be done. Now the swapping will happen but it will take some time,” Prasad added.
The Cabinet has asked the ministries involved in the process to complete harmonisation within a year.
The government has identified that entire spectrum 50 km inside the Indian territory from international border will be classified as Defence Interest Zone.
“The area in 50 km on the border of India is called Defence Interest Zone [DIZ]. In peace time telecom operation that we will do we will inform Defence that this is our infrastructure. In the time of hostility, then those will come under the jurisdiction of Defence,” Prasad said.
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.
