iWorld
Pablo Escobar, The Drug Lord now streaming on ZEE5 in hindi
MUMBAI: ZEE5, India’s largest digital entertainment platform for language content, has announced the release of the popular Columbian drama, Pablo Escobar, The Drug Lord. In keeping with its promise of bringing international content in Indian languages, ZEE5 has dubbed the Spanish-language series in Hindi.
Based on the life of Columbian drug lord Pablo Escobar, the series stars Columbian TV and film actor Andrés Parra Medina. The 74-episode series follows the rise of Escobar, from his days as a petty thief to becoming the head of a drug trafficking empire, turning the cocaine trade into a multi-million dollar business and ruthlessly eliminating whoever dared to stand in his way. He was often called “The King of Cocaine” and was the wealthiest criminal in history. The show also brings to light Escobar’s softer side – as a husband and father and a supporter of the poor.
“Pablo Escobar has been one of the most popular TV shows internationally and attracted record audiences in Colombia when it was aired. We are thrilled to offer it in Hindi on ZEE5, in keeping with our promise to bring the best of content to viewers in the language of their comfort. Real life stories have a distinct appeal and there are few stories that are as sensational as that of Pablo Escobar’s. This is only one of the many premium international shows we will be brining to delight our viewers in India,” said Archana Anand, EVP & Head of Digital- ZEE5 India Business.
With over 3500 films, 500+ TV shows, 4000+ music videos, 35+ theatre plays and 90+ LIVE TV Channels across 12 languages, ZEE5 truly presents a blend of unrivalled content offering for its viewers across the nation. With its strategic alliances with the best of the production houses across the globe, ZEE5 offers world class content from various countries such as Turkey, Pakistan, United States, United Kingdom, Korea, China, Spain and many more. With ZEE5, the content of Zindagi as a brand, which was widely appreciated across the country, has also been brought back for its loyal viewers.
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.
