iWorld
Goquest stars in Africa with JioStar’s exclusive content distribution deal
MUMBAI: When it comes to Africa, Goquest Media clearly has the Midas touch and now it’s shining brighter with JioStar. The global independent distributor has bagged the exclusive rights to distribute JioStar’s linear programming across the African continent, cementing its reputation as the go-to bridge between Indian content powerhouses and African audiences.
The move isn’t Goquest’s first rodeo. The company previously partnered with Disney Star as its sole distributor in Africa, a collaboration that raised the bar for taking premium Indian entertainment global. With JioStar following suit, the mandate marks another milestone in Goquest’s growing dominance of the African broadcast market.
“Africa has long been a core market for us,” said Goquest Media managing director Vivek Lath. “For leading global players to bypass building internal sales teams and instead rely fully on Goquest is the strongest endorsement of our capability. We are excited to expand JioStar’s footprint across Africa and continue building bridges between world-class content and audiences who deeply resonate with it.”
For JioStar, Africa is not just a market, but a priority growth frontier. With two bespoke channels already in place, one in English and the other in isiZulu, the broadcaster has steadily carved out a cultural connection with audiences. A company spokesperson noted, “Our channel brands, shows and characters are household names. By appointing Goquest as our exclusive distributor, we ensure our content portfolio is scaled with precision and market expertise.”
From isiZulu soaps to English-language dramas, the partnership underscores a larger truth in Africa, Indian entertainment isn’t just imported, it’s embraced. And with Goquest at the helm, JioStar looks set to script its next big chapter on the continent.
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.
