iWorld
Music Nova inks global publishing deal with Universal Music India
Tie-up aims to take regional and devotional music to global stage
MUMBAI: Music Nova, a regional and spiritual music label from the house of Media Nova, has signed a strategic publishing deal with Universal Music Publishing India, part of the global network of Universal Music Publishing Group.
Under the agreement, Universal Music Publishing India will administer Music Nova’s catalogue worldwide, covering licensing, royalty collection and synchronisation opportunities across films, television, OTT platforms and advertising. The move brings together global scale and local flavour, giving Music Nova’s catalogue a wider runway.
The partnership also reflects a broader shift in the music industry, where regional and devotional sounds are finding new audiences beyond borders. With streaming platforms, short-form video and OTT services driving demand for diverse content, such genres are enjoying a renewed moment in the spotlight.
Music Nova’s catalogue spans eight languages and includes a mix of regional, spiritual, devotional and fusion music, featuring both emerging and established artists. This diversity positions it well for cross-platform licensing and international collaborations.
Media Nova partner Dhiraj Advani said, “This partnership marks a significant step for Music Nova as we expand the global reach of our music. By joining forces with Universal Music Publishing India, we aim to maximise the impact of our artists and compositions across platforms and markets.”
With this collaboration, both companies are set to amplify the global presence of culturally rooted Indian music, turning local melodies into international opportunities.
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.
