iWorld
Prime Video releases the new edition of O Womaniya! report
Mumbai: Prime Video, India’s most loved entertainment destination, today released the latest edition of O Womaniya! report, the most definitive study on female representation in Indian entertainment. Researched and curated by media consulting firm, Ormax Media, India’s leading entertainment journalism platform, Film Companion, and championed by Prime Video, the study evaluates the statistical journey of women in various facets of content production, marketing and corporate leadership within India’s entertainment industry. This year, the report analyzed 156 films and series, across streaming and theatrical released in 2022 in 8 Indian languages (Hindi, Tamil, Telugu, Malayalam, Kannada, Punjabi, Bengali and Gujarati) to arrive at a comprehensive picture of the change that the industry has seen since 2021.
Along with Prime Video, the report has been supported by other partners from the industry including Clean Slate Filmz, Emmay Entertainment, Excel Entertainment, Jio Studio, Producers Guild India, RSVP, SonyLiv, Tiger Baby, and Zee5. Additionally, this year also saw industry leaders, including studio heads, filmmakers, actors, and more come forward to lay down actionable steps towards improving female representation in their personal and professional capacities. These pledges are expected to serve as guardrails that can guide the entire industry.
Key findings of the report include:
● Creative Talent – Only 12% of the 780 HOD positions analyzed across key departments of direction, cinematography, editing, writing, and production design were held by women. While this is slightly more than 10% in 2021, the growth has entirely been led by streaming films and series, while theatrical films have remained stagnant since 2021. On a positive note, 31% of the properties had a female commissioning in-charge behind them, vis-à-vis 25% in 2021.
● Content – While in 2021, 55% of the properties analyzed passed the Bechdel Test1, the number has gone below the half-way mark to 47% now. The biggest drop here has come from theatrical films; while 46% passed the test in 2021, only 34% managed to pass it in 2022. Series and films like Guilty Minds, Four More Shots Please! Season 3, Delhi Crime Season 2, Maja Ma, Gangubai Kathiawadi, among others, emerged as the properties with maximum scenes to pass the Bechdel Test.
● Marketing – Women still get only 27% talk time2 in trailers; the number is the highest for streaming films with 33% talk time in trailers being allocated to women. Series and movies like Hush Hush, Gehraiyaan, The Fame Game, Ammu, A Thursday, Sita Ramam, among others, performed the best with at least 50% of talk time in trailers given to female leads.
● Corporate Talent – Of the 135 Director/ CXO positions studied across 25 top M&E firms in India, only 13% were held by women.
Sharing his thoughts on the latest findings in O Womaniya!, Shailesh Kapoor, Founder & CEO, Ormax Media said, “While there has been a slow but steady improvement in a few key parameters, the report has thrown light on the need to take a look at inclusion with a serious eye. Like the previous edition of the report, streaming continues to pave the way for female representation, however, the sub-par performance of theatrical films should serve as a wake-up call for the industry. I am glad to see the industry take note of the data and come together to pledge better representation, underscoring their genuine desire to see a positive change.”
Speaking about the report, Anupama Chopra, Founder & Editor, Film Companion said, “Entertainment is a powerful medium which can and must highlight inclusivity and diversity. O Womaniya! is our attempt to push the needle to move faster. We are thrilled to see greater participation from the industry, with key individuals taking on specific targets and actions to take this conversation forward. The steps taken to bring change may seem small but each step, each action matters, and with every edition of the O Womaniya! report, we believe we are moving a step closer to a more equitable ecosystem. I am grateful to Prime Video and Ormax Media for partnering with us on this unique initiative.”
“At Prime Video, we believe that diversity, equity and inclusion, is not just needed, it is essential. As an organization, we have always believed in equitable representation, not just within Prime Video and in our content, but also within the wider creative industry. By nurturing and empowering talented women within our industry, we can create a ripple effect of positive change in the wider ecosystem,” said Aparna Purohit, head of Originals, India & Southeast Asia, Prime Video. “O Womaniya! represents a collective effort to unite the industry and collaborate on enhancing female representation. The latest edition of the report strongly underscores the urgency of accelerating these transformative efforts. It’s heartening to witness not only the committed support of partners but also the active participation of influential figures from the industry, including both men and women. They have not only pledged their personal commitment but also made broader corporate level commitments to champion greater female inclusivity.”
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.
