iWorld
AVIA hosts the Satellite Industry Forum focusing on video in the satellite world
KOLKATA: The Asia Video Industry Association (AVIA) will be hosting this year’s Satellite Industry Forum (SIF) as a virtual conference, taking place over two days, from 24 – 25 September, 9.30am – 11.30am (SGT).
As Asia’s leading satellite conference, the theme of Video in the Satellite World will look at the key conversations driving the industry today, with industry leaders sharing their thoughts on The State of the Satellite Industry with the Impact of COVID-19, a view on Asia with the outcomes from WRC-19, and weighing the Bear vs Bull Case for 5G. There will also be much conversations on the coming year, as we look at Satellite Financing and what to watch for in 2021, if it will truly become the landmark year for 4K UHD, and what will Drive Global Growth for the industry in the next decade.
Speaking at the Industry Leaders Talk will be Christophe Cazes, CEO of Eutelsat Asia. In this opening panel, Cazes will be sharing his perspectives and predictions on the satellite industry over the course of the coming year.
“Satellite industry in Asia has been undergoing a big transformation with the emergence of new players and the launch or investment in satellites of new generation. The COVID-19 situation will either be a catalyst or a disruptor of these trends,” said Cazes.
This year, the conference will also be taking a look at Women in Satellite, a predominantly male industry, for a conversation on their perspectives, challenges and ideas for putting together best practices to strengthen gender equality both in the sector and within our organisations, as well as their perspectives on what the industry might look like in the coming year. This panel will bring together KISPE Space strategic business manager Anita Bernie; SES Networks SVP global government Nicole Robinson; EMEA Satellite Operators Association (ESOA) secretary general Aarti Holla-Maini; Mynaric USA president Tina Ghataore.
“I’ve seen a small shift in women being invited to speak at satellite forums – and not just on topics related to diversity in the industry – but clearly more needs to be done. I look forward to the day when I’m invited to speak and I see around me panelists reflecting both gender and cultural diversity,” commented Ghataore.
Other key speakers joining the Satellite Industry Forum this year include:
Marc Halbfinger, CEO, PCCW Global
Yew Weng Soo, VP sales and market development, SES Video, SES
Terry Bleakley, regional VP, Asia Pacific, Intelsat
Shakunt Malhotra, MD, Asia, Globecast
Roger Tong, CEO, AsiaSat
Lon Levin, president and CEO, GEOshare
Alvaro Sanchez, CEO, Integrasys
Paul Estey, EVP, Customer Relations and Advisor to CEO, Maxar Technologies
Mark Dankberg, CEO, ViaSat
The Satellite Industry Forum aims to deliver as close an experience as possible to a physical event. All delegates will be able to enjoy a full event platform which will include access to the live conference sessions, virtual networking opportunities as well as meeting rooms to connect and engage with industry peers during the conference. All sessions will also be available for catch-up viewing on demand after the live event.
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.
