iWorld
Anil Ambani’s Flag Telecom ties up with OmanTel for telecom, internet link
MUMBAI: Flag Telecom, a Reliance Infocomm company, is stepping up its global operations. The network support and communication services company has signed up with Oman Telecommunications Company (OmanTel) for providing an internet transit point between West Asia and Africa.
Flag Telecom would also lay a marine cable for the Oman-based company. Flag Telecom executive president Punit Garg and Omantel executive president Mohammed Bin Ali Al Wahaibi signed the agreement.
Internet services along with lease circuit services and the Multi-Party Labelling System (MPLS), known to be the fastest electronic link, would begin from September to 12 countries, including the six-nation Gulf Cooperation Council.
“One of the agreements is to make Oman a link between Africa and the Middle East in the Flag’s loop cable project, relating to the extension of communication links to Egypt and Hong Kong via marine cables with multiple landings in the Gulf region,” says an official release.
Omantel will seek to extend the African cable through a network of marine cables to converge at Seeb and Khasab in Oman.
The second agreement, to start in September, will be to make the country an internet transit point, catering to 12 countries including members of the Gulf Cooperation Council. It will also provide lease circuit services as well as multi-party labelling system, the fastest in electronic telecommunication technology.
“The signing of the MoUs was part of Omantel’s keenness to boost its investments and to make the country a global communication hub,” says Al Wahaibi .
Flag Telecom has gained from a strong demand for its bandwidth by broadband service providers across the globe. In 2005, it signed major contracts for additional capacity with international carriers and a global internet content provider.
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.
