iWorld
Chinese app ban leads to higher uptake of Facebook, Instagram: Kantar
KOLKATA: In the wake of the government of India banning 59 popular Chinese Apps, Kantar, has released insights on the impact of this ban on consumers’ digital behaviour. The ban came into effect from 29 June 2020.
The app-ban impacted platforms with a sizeable following. Given that users were spending hours every week across these platforms, one would have expected to see a dip in the overall time spent online once these platforms were no longer accessible. However, the average time-spent dropped only marginally (-6 per cent), indicating that consumers were switching over to rival platforms much faster than anticipated.
Instagram and Facebook saw an immediate increase in engagement. Avg. Time/Day on Instagram more than doubled (2.3X), and Facebook too saw a significant 35 per cent jump in time-spent on the platform with the bulk of this additional engagement being driven by smaller town consumers. Among the youth audience aged below 24 yrs, average time/day on Instagram grew by 35 per cent.
Sharechat, India’s very own video sharing platform which focuses content around regional languages also witnessed a 2.5X increase in time spent. This has primarily been driven by the younger faction of internet audience (aged below 24 yrs). It has more than tripled (3.4X) its average time/day on Sharechat since the ban came into effect.
The most impressive gain was seen on YouTube. Already the most popular digital video platform in the country, it saw a further 25 per cent increase in time-spent. Other players also enjoyed their fair share of the rise in engagement levels. Hotstar, India’s leading video OTT player saw its daily time spent grow by over 25 per cent. Time spent in the video OTT space grew by 40 per cent overall once the ban was imposed.
Summarising the learnings, Kantar vice president (Insights) Akhil Almeida said, “Although consumers lost access to some of their favourite short-form video sharing apps, the bulk of consumers switched over to alternate platforms in an almost seamless manner. We saw that overall time-spent online was not as strongly impacted as one might have expected, given the size and scale of the affected platforms.”
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.
