iWorld
OTTplay releases a series of TVCs with AI-based personalised recommendations
Mumbai: OTTplay has announced the launch of its first-of-its-kind personalised artificial intelligence-based feature that recommends content from a library of over 65,000+ web-series, movies, and shows, in 18+ genres and across many languages.
The platform has tapped into the latest AI-powered technology and developed the feature in-house to equip audiences with smart recommendations. The platform aspires to democratise content offered across OTT platforms by handing it over, thus empowering the users to discover content they are most likely to enjoy.
The one-of-its-kind streaming platform is promoting the unique AI-based feature with its all-new digital ad campaign with an all-new tagline “OTTplay se pucho, OTTplay pe hee Dekho aur Majey Karo Multiply!”
Considering this is an innovative concept introduced in India, the digital ad aims to educate audiences about the benefits of the feature. The 20-second teaser videos are quirky and filmic, making fun of the inherent difficulties in selecting the most crucial piece of content to watch—’Aaj kya dekhun.’
The three ad films, “Alien,” “Exorcism,” and “Interrogation,” which are each based on different scenarios, are focused on figuring out the solution to this biggest puzzle and cleverly plugging OTTplay in the process.
With its personalised recommendation feature and the recently launched OTTplay Premium, which offers access to the content of 12 OTTs with a single subscription, OTTplay solves the problems of “OTTplay se poocho and OTTplay pe dekho” giving a glimpse into the OTT ecosystem in India’s future for content discovery.
Commenting on the latest AI-based feature, OTTPlay co-founder & CEO Avinash Mudaliar said, “As category creators, OTTplay’s latest AI-powered technology has revolutionised content navigation in India’s OTT ecosystem. We are razor focused on providing audiences with the convenience to discover and consume content from across OTT platforms. Our recommendation engine analyses user activity on the platform and aims to showcase curated content based on user preferences, making the content consumption experience seamless.”
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.
