iWorld
Facebook launches its creator education program in India
Mumbai: On Instagram and Facebook’s 2021 edition of ‘Creator Day India,’ the company on Thursday launched its largest creator education and enablement program in India – www.bornoninstagram.com, thereby democratising learning for creators across India.
The event featured creators launching their own augmented reality (AR) effects in partnership with Facebook, as well as those who have monetised well and gained experiences to share with everyone.
Facebook India VP and MD Ajit Mohan highlighted the value of the family of apps for creators to build their communities and contextualised the new announcements. “Creators across India are shaping popular culture, and we are proud that our platforms play a big role in unleashing their creativity and helping them earn a living. The building blocks of a creator economy are coming into place. And we are keen to lean in to enable creators to learn, earn and grow their communities on our platforms,” he said.
‘Creator Day India’ saw keynotes from Instagram head Adam Mosseri, who spoke about the success of Reels in India, the importance of India and the work that’s in progress to help creators earn a living on the platform.
Instagram launched the next phase of the ‘Born on Instagram’ program in an effort to make creators’ access to resources more scalable and democratised. Launched in 2019, the program will now have a significant impact on creators across India who will have the opportunity to learn through a self-paced e-learning course. At the end of the course, they also receive a certificate of course completion, said the statement.
The company also highlighted its suite of monetisation tools, including paid online events launched during the Covid-19 pandemic to help content creators monetise events such as concerts, cooking classes and virtual tours, among other things.
Facebook has paired six emerging creators known for their talent with top Indian AR developers to demonstrate the ease of AR creation and highlight how it can trigger trends. “AR filters are a growing use among Instagram users and the ability to create new ones is likely to interest more users on the platform,” said the company.
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.
