iWorld
SureWaves wins BCS Ratna Award
BANGALORE: SureWaves MediaTech Pvt Ltd, a next-generation media convergence company was awarded ”Best Innovative Technology” for its groundbreaking technology at the 5th BCS Ratna Awards 2014 held yesterday at New Delhi. The awards honored organizations that have been playing the role of a catalyst in Broadcasting, Media, DTH, Technology Providers & Cable TV industry in all areas. Founded in 2006, SureWaves, with over 30 technology patents, is one of the most innovative Indian start-up in recent times based out of Bangalore.
SureWaves’ ground-breaking technology enables large scale aggregation of audiences across multiple television channels and offers a single window interface to large national advertisers to effectively reach out to mass audiences on a market by market basis. The SureWaves Spot TV Network, one of the largest connected television networks of its kind anywhere in the world spans across 28 states and 7 union territories in India through partnerships with over 280 local TV channels that reach more than 80 million households and 400 million viewers.
On receiving the award Mr. Mandar Patwardhan – Chief Operating Officer, SureWaves said “We are extremely delighted and on behalf of SureWaves, I thank BCS Ratna Awards and Aavishkar Media Group for having recognized us with this award. For us, to win the Best Innovative Technology award is, of course, very motivating. We pride ourselves on our innovative flagship product – SureWaves Spot TV Network, which has made advertising on local channels accountable, measurable and is enabling national advertisers to reach out to a hitherto untapped audience.”
Since its inception in 2010, BCS Ratna Awards have become a symbol of excellence in the broadcasting and Distribution industry. This year, the awards focused not only on the excellence in the traditional media but also on path breaking initiatives in the case of new media as well. It was a one of its kind opportunity for Broadcasters, MSOs, LCOs, Technology & Content Providers, DTH stakeholders to come together on a single platform.
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.
