iWorld
Biggest Indian storytellers keen to make their digital debut on Hotstar Specials
MUMBAI: Hotstar Specials, the new label launched by India’s biggest OTT player – Hotstar- will bring big, bold, authentic stories to crores of consumers across India, in 7 languages. What has attracted 15 of India’s diverse and impeccable storytellers to tie-up with Hotstar Specials for their big digital debut?
Speaking about why he chose Hotstar Specials, Shekhar Kapur said, “India is the new platform for global entertainment. I have passionately wanted to create content for India that can go global. Not just for 8000 cinema screens in India, but I wanted to reach out to India’s heartland, to every Indian home within Hotstar’s reach, and with their global ambitions, it is the perfect fit for me.”
Highlighting the reasons behind his association with Hotstar Specials, Kabir Khan said, “My venture on Hotstar specials is a documentary drama around one of the most loved teams in the country with crazy fan following. Hotstar is the leading brand in both entertainment and sports in this country and I believe that there is no other platform that complements the story as much as Hotstar Specials. The show will be available in 7 languages, directly connecting with viewers from across India, which makes the endeavour even more special.”
Neeraj Pandey also said, “This story has been in my head for a while, but I knew I wouldn't be able to do justice to it in a feature length. It’s a massively mounted narrative that merits the longer series format. A formidable cast and crew are coming together on this one. We look forward to bringing a unique viewing experience and Hotstar’s ability to magnify digital content makes it our preferred and obvious partner.”
On his connection with Hotstar Specials Venkat Prabhu said, “The scope of genres on Hotstar Specials will be too immense and allure all age groups. I have always had distinct perspective on content. It should be enjoyable and at the same time quirkily engrossing. Hotstar Specials has given me an exemplary spot to put that in action and reach across audiences in my very own language.”
Besides these big filmmakers, even Salman Khan and his Production House (SKF Films) are expected to make their debut on Hotstar Specials with a Sports Biopic.
Hotstar Specials will feature an extensive variety of Indian stories, mounted on a big scale, unconstrained by format. It will enable makers to showcase never seen before stories for a diverse audience set and every show will be available in seven languages i.e. Hindi, Marathi, Bengali, Tamil, Telugu, Kannada and Malayalam, for viewers to enjoy them in a language of their choice.
Hotstar Specials has released the teaser of their first big show starring the most popular cricketer in the country, M.S Dhoni. While speculations are rife about what this is all about, it sure looks like something that cannot be missed!
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.
