iWorld
Avian Media wins the PR mandate for ZEE5
ZEE5 has mandated Avian Media to lead its India PR duties. Launching soon with content across multiple languages, ZEE5 will be the one stop digital destination for ZEE Entertainment, a global Media and Entertainment powerhouse. The platform will offer a mix of both On-Demand content, including Originals, movies and much more, as well as Live TV.
Avian Media will be responsible for crafting and managing ZEE5’s key messages, and has a clear mandate to disseminate the richness of ZEE5’s language offering across markets.
ZEE5 India digital head Archana Anand said, “ZEE5 launches in the Indian market with a very powerful proposition in its strong language focus, and one that fills a clear consumer need-gap. We wanted to work with a PR agency that has a strong network not only in urban markets but also a deep strength in regional markets for great dissemination of ZEE’s key messaging, and Avian Media brings that to the table. We look forward to working closely with them right from our launch to build ZEE5 up into a strong success story.”
Avian Media CEO Nitin Mantri said, “We are pleased to be the partner of choice for ZEE5. At Avian, we believe that the art of storytelling is what makes a campaign stand out. We are delighted to work on a brand that shares our belief of telling an insight-driven story that influences user behaviour and drives change.”
With expertise across verticals, extending from Public Relations and Public Affairs to Financial Communications, Digital, CSR and Advocacy, Avian Media currently services client like Deloitte India, Sony English Cluster, McDonald’s, Airbus, PVR Cinemas, Tourism Australia, Qatar Airways, Facebook and Coca Cola.
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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.
