iWorld
Ditto TV brings Zee Jaipur Literature Festival to your fingertips
MUMBAI: Ditto TV, India’s first OTT (Over-The-Top) TV distribution platform from Zee New Media, the digital arm of Zee Entertainment Enterprises Limited (ZEEL) will showcase events from the most eagerly awaited and the biggest annual literary event in Asia: Jaipur Literature Festival, this year. Viewers will be able to catch all the action from the five day literary commemoration including the keynote address, book readings, seminars, art and performances, and much more. It is indeed an exciting opportunity for avid book lovers, music and literary enthusiasts to experience the magic and euphoria of the festival on their mobile screens at their convenient time.
Speaking on this uniqueoffering, Manoj Padmanabhan, Business Head, Ditto TV said, “Zee Jaipur Literature Festival is one of the most sought after literary events in the year. Literature lovers can now watch videos of the festival at their convenience, anywhere, at any time.”
The key events at the Jaipur festival will be packaged into multiple video clips and will be available for free.
The Jaipur Literature Festival brings together some of the greatest thinkers and writers from across South Asia and the world. The festival which will be hosted at the beautiful Diggi Palace in Jaipur between January 17-21st, 2014 will have some of the world’s most celebrated personalities like AmartyaSen, Jason Burke, JhumpaLahiri speaking at the event. This year,the festival is expected to have about 2 lakh literature lovers from across the world and over 240 authors for five days of debate and discussion, from fiction to biography, history to music.
Today, Ditto TV offers the largest collection of premium content through 67 LIVE TV channels spread across leading genres like GEC, Sports, Lifestyle, Regional and Newsalong with rich on-demand video capabilities. Ditto TV canbe downloaded from www.dittotv.com
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.
