iWorld
LiveU and Griiip Unveil Unique Motorsports Live Viewing and Data-Driven Media Solution Platform
Hackensack, NJ: LiveU and Griiip have announced an extended partnership, integrating complementary racing series content solutions for broadcasters and streaming services to create a cost-effective, end-to-end video and data platform. The partnership combines LiveU’s ability to establish high-quality and reliable remote live broadcasts with Griiip’s data content solutions for engaging motorsport programming.
The two companies have been cooperating for the past two years and the solution has been successfully implemented in this year’s G1 Series across Europe, watched by fans around the world, including on ESPN in Brazil. Other Formula series are also now evaluating the solution for their own races.
LiveU provides a compelling, cost-effective way to deliver a flawless HD live video experience – from inside the racing cars, around the tracks, and from airborne drones – without the need for any complex infrastructure, using unique bonded cellular technology.
Griiip develops data-based content solutions for Motorsport series. It makes racing vehicles smart and connected, and uses the data collected to create engaging layers and insights using AI and deep analysis for fans, drivers and gamers. Griiip makes racing content more compelling for racing series, and as a result, for broadcasters, streaming platforms, viewers and gamers.
Ronen Artman, VP Marketing of LiveU said: “Our collaboration with Griiip has been a true game changer. Together we’ve created a uniquely exhilarating and informative live viewing experience and broadcast solution. We believe that the combined Griiip and LiveU platform will become the motorsport industry standard going forward because of the incredible value it provides.”
With the official partnership in place, LiveU’s and Griiip’s joint products offer a Plug & Play solution for collecting, editing and distributing live videos, compiled with data-centric content for storytelling and enhanced viewer engagement, enriching the broadcasting of Motorsports content like never before.
Tamir Plachinsky, CEO of Griiip said: “Our platform brings viewers live-action directly from the track or other motorsport venues and intensifies viewers’ experiences. By analyzing the data coming from the vehicles and drivers, we provide all this information to viewers in an engaging, storytelling and easy-to-understand format. Combining our data and viewer engagement solutions with LiveU’s state-of-the-art live HD video experience, we can efficiently deliver truly innovative content, bringing increasing value to media partners, racing leagues, viewers and gamers.”
LiveU and Griiip’s joint solution will be on display at IBC2019 on the LiveU stand (3.B62).
Photo caption: Combined Griiip and LiveU motorsports media solutions platform
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.
