iWorld
JioCinema bags exclusive streaming rights of FIFA World Cup Qatar 2022
Mumbai: In an interesting development Viacom18, the joint venture between Reliance’s TV18 and Paramount Global, has announced plans to move its existing sports properties from the company’s video-on-demand service VOOT to JioCinema.
According to the company’s announcement, JioCinema shared that it will stream live all the matches of the FIFA World Cup Qatar 2022 and will also bring other curated content around it.
In addition to JioCinema, the global marquee competition will also be available on Sports18 – 1 SD & HD, from 20 November to 18 December to all viewers.
Viacom18 Sports’ 64-match showcase will be headlined by live streaming in 4K and multiple language feeds, including English, Hindi, Tamil, Malayalam, and Bengali on JioCinema without charging any subscription fees.
“Viacom18 Sports’ multi-platform presentation of the FIFA World Cup Qatar 2022 will be immersive, personalised and offer viewers exclusive experiences on JioCinema,” said Viacom18 Sports CEO Anil Jayaraj.
He added, “We want consumers to have easy access to world-class production across digital and linear platforms (on Sports 18) to match the event’s stature. Our efforts are towards reshaping the fan experience and building one of the most-loved media platforms in India.”
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.
