iWorld
ZEE5 sponsors iconic singer Asha Bhosle’s global farewell tour and tribute to music maestro R.D. Burman, in the UK
MUMBAI: Digital entertainment platform ZEE5 has announced its title sponsorship of the UK leg of iconic Bollywood singer, Asha Bhosle’s global farewell tour 'Live In Concert…One Last Time'. The event is a tribute to her late husband, the award-winning Bollywood composer and singer RD Burman on his 25th death anniversary. Ashaji will perform at The Concertgebouw on 27th February, Resorts World Arena, Birmingham on 2nd March 2019 and The SES Arena, Wembley in London on 3rd March 2019.
“My entire life has been about music and as an artiste, it is the love of my fans that has pulled me back to the UK for this last concert. This tour is my tribute to one of music’s greatest legends, R.D Burman whose music lives on in the hearts of millions around the world and is very special to me.” says Asha Bhosle.
Asha Bhosle’s career spans nearly eight decades and over 12000 songs. She has dedicated this tour to her late husband, music maestro R.D. Burman and will be accompanied on stage by Bollywood singer, Sudesh Bhosle.
ZEE5 is also hosting a special contest. To participate, audiences in the UK have to download and subscribe to ZEE5 from now till 25th February to win tickets to Ashaji’s shows in London and Birmingham.
Archana Anand, Chief Business Officer- ZEE5 Global said, “Asha Bhosle is a music icon whose voice has captivated South Asian audiences across generations. When living abroad, it’s the music and movies in the language of your comfort that keeps you connected to home, that makes you ‘Dil Se Desi’, and her music is a big part of that. ZEE5 celebrates that ‘Desi’ pride and we are immensely proud to be associated with her final live performance in the UK.”
Mr. Sumant Bahl, Director of Grace Entertainment & Events, the organizers of the tour said, “We are very happy to be associated with an artist of this magnitude. We look forward to fantastic performances and will put in our best to ensure that this is a memorable performance for her as well as for all Ashaji’s fans. We are also very thankful to all our sponsors, especially to the title sponsor, ZEE5 who have been our greatest supporter on this one.”
ZEE5 offers over 1,00,000 hours of Indian TV Shows, Movies, News, Videos etc. across 12 languages to South Asians across the globe, including the UK. The content repertoire includes top TV Shows like Kumkum Bhagya, Jodhaa Akbar and Bokul Kotha, blockbusters like Kedarnath and Veere Di Wedding, and Originals like Abhay (Kunal Kemmu), Final Call (Arjun Rampal), Rangbaaz (Saquib Saleem) and Sharate Aaj (Parambrata Chattopadhyay).
ZEE5 is available on Google Play Store, iOS App Store, www.ZEE5.com and on Samsung Smart TVs, Apple TV, Android TVs and Amazon Fire TV.
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.
