iWorld
Vodafone loses 1.89 mn subs in Nov; Jio, Airtel post strong gains: Trai
Mumbai: Reliance Jio added 2.01 million and Bharti Airtel added 1.31 million wireless subscribers in November 2021 according to subscription data by Telecom Regulatory Authority of India (Trai). Vodafone Idea lost 1.89 million subscribers during the same period, the data revealed.
The total number of wireless subscribers increased from 1166.30 million to 1167.50 million with a net addition of 1.19 million subscribers. Wireless subscription in urban areas increased from 637.44 million to 638.46 million and in rural areas it increased from 528.86 million to 529.04 million.
Trai reported 996.38 million active wireless subscribers out of which Reliance Jio had 359.59 million followed by Bharti Airtel at 347.89, Vodafone Idea at 231.59 million and BSNL at 56.71 million.
In November, Trai received information from 592 operators as compared to 577 operators last month, the total broadband subscribers increased from 798.95 million to 801.60 million. This comprised mobile device users at 775.93 million, wired subscribers at 24.42 million and fixed wireless subscribers at 1.26 million.
The top five wireless broadband service providers were Reliance Jio at 428.62 million, Bharti Airtel at 206.02 million, Vodafone Idea at 122.39 million, BSNL at 19.41 million and Tikona Infinet at 0.30 million subscribers.
The top five wired broadband service providers were Reliance Jio at 4.34 million, BSNL at 4.20 million, Bharti Airtel at 4.08 million, Atria Convergence Technologies at 1.98 million and Hathway Cable and Datacom at 1.07 million subscribers.
The number of telephone subscribers in India increased from 1189.62 million to 1191.05 million. Urban subscription increased from 658.83 million to 660.08 million and rural subscription increased from 530.79 million to 530.96 million. The number of wireline subscribers increased from 23.32 million to 23.55 million at the end of November.
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.
