iWorld
Amazon Prime Video strikes partnership with Jio
MUMBAI : Amazon today announced its collaboration with Jio, India’s largest and fastest growing digital service company, to provide JioFiber subscribers access to premium content on Amazon Prime Video app on its set-top box. In addition, Jio will offer one year of Prime membership worth Rs 999 a year to JioFiber customers on Gold and above broadband plans, at no extra cost. Through this deal, JioFiber customers can now seamlessly access the Amazon Prime Video app on their TV and enjoy Amazon’s latest and exclusive blockbuster Hollywood, Bollywood and Indian regional movies, top TV shows, stand-up comedies, kids programs, including critically acclaimed Indian and global Amazon Originals.
JioFiber customers, on Gold plans and above, can activate their Annual Amazon Prime Membership by signing in using their Amazon account or create a new Amazon account through their Jio Set-top box and by logging into MyJio app or Jio.com. Customers who are not eligible can simply recharge with JioFiber Gold and above plan to avail the offer. Existing Amazon Prime Members can directly sign-in to the Amazon Prime Video app on their Jio Set-top-box and start watching Prime Video’s wide selection of content including critically acclaimed Indian Amazon Originals like Paatal Lok, Four More Shots Please! The Family Man, Mirzapur and much-loved global Originals like Jack Ryan, Marvelous Mrs Maisel, The Boys amongst many others.
“We are delighted to work with Jio to make Amazon Prime membership available to Jio Fiber customers” Amazon Prime Video India director and country general manager Gaurav Gandhi said.
“With the annual Prime membership consumers will have access to the full bouquet of Prime benefits – unlimited streaming of the latest and exclusive video content, free and fast shipping, access to exclusive deals, ad-free music on Amazon Music, unlimited reading through Prime Reading and mobile gaming content with Prime Gaming. At Amazon, we constantly strive to offer customers, the best-in-class entertainment. With this launch, we will further extend the reach and access of Amazon Prime Video in India, giving more customers the experience of watching our broad selection of popular Amazon Originals, blockbuster movies, Indian as well as international shows, on their TV sets,” he added.
“Our partnership with Amazon Prime Video opens up a new world of entertainment for JioFiber customers. Jio continues to provide an enriched experience to its customers and this tie-up enable JioFiber users avail one year of Amazon Prime membership at no extra cost,” Jio strategy head Anshuman Thakur said in a statement.
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.
