iWorld
Eros Now Enables ‘Watch Offline’ Feature on Android Devices
MUMBAI: Eros International, announced today that Eros Now, its digital over-the-top distribution service for Indian language entertainment, has enabled its ‘Watch Offline’ feature on all Android devices for premium Eros Now subscribers at no additional charge. The service shall soon be available across all iOS devices as well.
Eros Now’s Watch Offline capability introduces another feature to satisfy the on-the-go lifestyle of our Eros Now subscribers across 135 countries. The new feature allows Eros Now subscribers to watch films when they have limited internet connectivity or low bandwidth while using the entertainment service. As part of the Premium subscription service, subscribers can now download movies from the service to their device for immediate viewing offline for as little as Rs.99 ($1.49) per month in India or $7.99 for international subscribers. To ensure the Watch Offline experience meets the demands of users, a choice of quality formats is available to expedite downloads and maintain the storage used for movies downloaded.
Commenting on the feature update, Rishika Lulla Singh, CEO, Eros Digital said, “As consumers lifestyles evolve, they are constantly looking to access and consume entertainment on-the-go. Eros Now believes in exactly this concept – providing endless entertainment at consumer’s finger tips, anytime, anywhere. With Watch Offline, we have made our films more accessible to our subscribers who no longer require an ongoing internet feed to enjoy the extensive catalogue of films on Eros Now. We will also soon be rolling out the feature to Apple consumers, introducing the offline feature across all iOS platforms.”
Watch Offline features:
• Unlimited playback of the titles downloaded to the device
• Download quality options are High, Medium or Low Bandwidth
• Storage management provided
• Browse ErosNow or use other services on the device while downloading
• My Downloads in Eros Now application displays titles available for offline playback
• No internet connection required to watch titles in My Downloads
• “Only download on wi-fi” option available in My Downloads
• Manage downloads stored on device
The offline viewing feature is the latest product enhancement attracting users and subscribers to Eros Now. Additional in-app features include regular updates of the latest Hindi, Tamil and other Indian language titles; the ability to customize content by creating personal watch lists; video progression, allowing users to continue watching content from where they previously left off and multi-language subtitles. All features are available to users across the globe accessing the app via any device.
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.
