iWorld
TRAI wants auction of 800 MHz spectrum in 1.25 MHz block sizes
NEW DELHI: While noting that the entire available spectrum in the 800 MHz band should be put to auction, the Telecom Regulatory Authority of India (TRAI) has said Spectrum in the 800 MHz band should be auctioned in a block size of 1.25 MHz.
In its recommendations on the ‘Reserve Price for Auction of Spectrum in the 800 MHz Band’, TRAI said at least one chunk of contiguous 5 MHz spectrum (that is, four carriers) should be carved out before the auction. The carrier reassignment, if required, may be carried out amongst the existing TSPs in the 800 MHz band to make at least four contiguous carriers available.
Alternatively, the NIA for the auction may clearly stipulate that only contiguous blocks of 5 MHz will be sold. However, the reconfiguration of the frequencies should be worked out while auction is underway so that the reassignment is possible to be effected on completion of the auction.
The Department of Telecommunications in a letter on 12 December had sought TRAI’s recommendations on reserve price for 800 MHz band in all the service areas. In this context, TRAI had issued a Consultation Paper on 30 December on “Valuation and Reserve Price of Spectrum” raising specific issues for consideration of stakeholders. The key issues raised were quantum of spectrum to be auctioned, spectrum block-size and methods to be used for valuation and estimation of reserve price of spectrum. Written comments and counter comments were invited from the stakeholders by 15 January and 22 January respectively.
The comments and counter comments received from the stakeholders were placed on TRAI’s website www.trai.gov.in. An Open House Discussion was conducted by TRAI with all the stakeholders on 27 January at New Delhi.
A new entrant (that is, a TSP) that does not have any spectrum holding in the 800 MHz band must bid for a minimum of four carriers. However, an existing TSP – a TSP having some spectrum holding in the 800 MHz band – should be permitted to bid for a minimum one block of spectrum. New entrants must be assigned the earmarked contiguous carriers only.
The Authority recommends that the reserve price for the forthcoming auction of 800 MHz spectrum should be fixed at 80% of the average valuation.
The recommended reserve prices for the forthcoming auction are tabulated below:
Table Reserve Price per MHz in 800 MHz Band
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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.
