iWorld
Amazon Prime Video premieres Bengali horror film Bhoot Chaturdashi as a Prime Day offering
MUMBAI: Amazon Prime Video continues its Prime Day 2019 celebrations with the digital premiere of Bhoot Chaturdashi, one of the biggest Bengali blockbuster films this year. The psychological thriller, starring Aryann Bhowmik, Ena Saha, Soumendra Bhattacharya and Deepshita Mitra releases across 200 countries and territories on July 8, shortly after its theatrical release. The digital premiere of this action-packed super starrer will be part of Amazon Prime Video’s Prime Day 2019 offering, with 14 new, exciting titles across English and 8 Indian languages, launching on the service as a run up to Prime Day 2019.
Commenting on the film, debutant director Shabbir Mallick said, “Psychological thrillers are my personal favourite and I wanted to explore the genre with elements of mythology and spirits. Surprisingly, there haven’t been many horror-thrillers in the Bengali film industry in recent times, and we wanted to make an all-out Bengali horror-thriller. Bhoot Chaturdashi is India’s very own version of Halloween, and creating a story around it was exciting. I’m so glad that it is going to be available as a Prime Day offering for everyone to watch and enjoy.”
Bhoot Chaturdashi goes on to explore a horrifying turn of events as four friends – Rono (Aryann Bhowmik), Shreya (Ena Saha), Pritha (Deepshita Mitra) and Debu (Soumendra Bhattacharya) head out on a road trip to shoot a documentary at an abandoned house. What follows are a tumultuous series of mysterious happenings leaving the four of them in their biggest nightmare!
Amazon Prime Video has the largest selection of latest & exclusive movies and TV shows, stand-up comedy, biggest Indian and Hollywood films, US TV series, most popular Indian & international kids’ shows, and award-winning Amazon Originals, all available, ad-free, with a world class customer experience. The service includes titles available in Hindi, Marathi, Tamil, Gujarati, Telugu, Kannada, Punjabi, Malayalam and Bengali.
To watch Bhoot Chaturdashi and newest releases in Hollywood & Bollywood, the latest US TV shows, kids’ favourite toons and Amazon Originals, please visit www.PrimeVideo.com or download the Amazon Prime Video app today and sign-up for a Prime membership only at ₹999 annually or ₹129 monthly.
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.
