iWorld
Bharti Airtel Ltd plans to reduce carbon footprint; transforms 40,000 sites across India
MUMBAI: Bharti Airtel Limited has announced the migration of 40,000 of its network sites across India to Green technology. In continuation with the company’s long term commitment towards Green network initiatives Airtel’s network transformation program ‘Project Leap’ is now focusing heavily on a series of fresh initiatives towards a greener environment and building sustainable network for the future.
Under Project Leap, Airtel will establish a world-class and future-ready network, while committing to bring down its carbon footprint emission by 70% by 2018.
Commenting on the company’s Green network initiatives, Bharti Airtel (India & South Asia) MD and CEO Gopal Vittal said, “As a responsible corporate we are concerned about the environment and have undertaken a host of initiatives to promote the use of greener technology. We are committed to bringing down the carbon emission by 70% and are taking all measures including bringing in state-of-art technology and partnering with the best globally. We have maintained strict adherence to Indian emission norms along with our company safeguard policy – thereby ensuring that emissions from network sites are safer than those from the light bulbs we use at homes. This is an important step towards our commitment to build a future ready and sustainable network.”
Additionally, Airtel has adopted a range of innovative methods like reducing power consumption by switching off unused capacity of its network sites during lean periods. It is also reducing power consumption and air wave emissions by optimizing signal transmission between the network and the device.
“We plan to adopt solar and new battery technologies in a big way and double our Green network sites by 2020. With a strategic focus on creating a green network, we remain committed to learning from the telecom industry’s best practices from across the globe. We are confident that our Green measures will work towards speeding up the development of a clean, safe and future ready network that will deliver a world-class service experience for our customers – now, and for years to come”, added Vittal.
The company has already installed roof top solar power capacity base of 770 KWp and plans to increase this capacity to 1 MWp in coming months and enhancing renewable energy wheeling by solar/wind/hydro on core sites – thereby consuming > 65 GWH/Annum of green energy. It is also investing heavily into state-of-the-art radio technology that will help optimize both power and space. Of the total network installed base, 60% has been deployed on a zero footprint architecture with no air conditioning thereby reducing dependency on diesel. More than 40,000 of these Green network sites are designed to operate largely on battery-hybrid, lithium-ion and solar hybrid solutions with very little diesel consumption. Apart from these measures Airtel maintains strict adherence to Indian Emission Norms along with its own safeguards that ensures emissions from its network sites are safe.
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.
