iWorld
Idea rolls out 3G network in Kolkata
MUMBAI: Idea Cellular, one of the largest telecom operators in the country announces the launch of its own 3G services in Kolkata metro on 2100 MHz spectrum band that was acquired through auction earlier this year. Idea is committed to provide superior customer experience on both voice and data services and has started rolling out its own 3G network, in a phased manner, while continuing to offer 3G ICR, to give its customers a seamless and superior mobile broadband experience.
As committed at the beginning of the financial year, Idea managed to launch its own 3G services in Kolkata, within a short duration of spectrum allocation.
With this, Idea’s 3G network has expanded to 13 major markets in India, covering 79% of Idea’s revenue and 60% of industry revenue. Additionally, Idea offers 3G services through ICR arrangements with other telecom operators in 9 circles, providing its users seamless connectivity pan-India (except Orissa).
According to Idea Cellular COO Corporate Lakshminarayana, “Idea’s continuous investment in spectrum acquisition, network infrastructure, and brand building in the Eastern market is a testimony to our commitment to the region. With the launch of 3G services in Kolkata, it has now become the 2nd metro after Delhi where Idea has set up its own 3G network. I am confident that this will drive data usage amongst our existing users and further strengthen brand pull resulting in more customers opting for our superior network.”
Idea 3G users will now experience ease of service while accessing content like mobile TV, video on demand, music downloads, online gaming, amongst many others.
Idea Cellular, COO- East Anish Roy said, “Idea has nearly 20 lakh customers in Kolkata with approximately 20% being Data users. With the launch of our own 3G network in the metro, the existing Idea 3G users will experience enhanced services, products and offerings and the new subscribers will benefit from our affordable 3G tariffs and superior network. Our strengthened 3G network will further spur our marketshare growth in Kolkata metro”.
Idea has registered the highest growth in Revenue Market Share (RMS), in Kolkata and Rest of Bengal, in Q2FY16 on a YoY basis, as per the TRAI quarterly report. Its Incremental RMS for the same period was the highest amongst all players in the region, a demonstration of the faith the customers have reposed in the Idea network.
Idea has significantly bolstered its infrastructure in the state over the last few years. By the end of FY16, it will have a network of 7400 2G cell sites in the state, in addition to 1300 3G sites in Kolkata metro. The company has also increased the number of Idea service centres in the state to more than 250. With its focus on providing a world-class customer experience, Idea Cellular continues to expand and grow its presence in the state.
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.
