iWorld
JioDive to offer ShemarooVerse, a new metaverse destination by Shemaroo
Mumbai: Shemaroo Entertainment Ltd, India’s leading media and entertainment conglomerate, has unveiled the ShemarooVerse on the JioDive VR headset. JioDive is a smartphone-based VR headset intended to raise awareness and increase the adoption of XR (Extended Reality) experiences across India. This collaboration brings an array of captivating and immersive experiences from Shemaroo’s extensive content collection to JioDive VR Headset users, enriching their entertainment experiences.
ShemarooVerse, in association with NEAR Protocol, Seracle and integrated with Microsoft Azure, will provide users with an unparalleled and captivating entertainment experience. Leveraging the latest advancements in Web3 technology, ShemarooVerse aims to captivate audiences in a way that transcends conventional entertainment mediums, creating a seamless blend of virtual reality and real-world experiences.
The integration of ShemarooVerse into the increasingly popular JioDive VR Headset opens up a whole new realm of entertainment possibilities for users. From thrilling movies to interactive adventures, ShemarooVerse takes entertainment to a whole new level. Now users can dive into a limitless virtual universe, where imagination knows no bounds.
Prepare to embark on a journey where reality and imagination intertwine seamlessly. ShemarooVerse on JioDive VR Headsets – your gateway to a bold new metaverse.
The JioDive VR headset is currently available for purchase on JioMart, RelianceDigital & Amazon, priced at Rs 1,299
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.
