iWorld
Reliance Jio announces acquisition of 269.2 MHz spectrum
Mumbai, 6th October 2016: Reliance Jio Infocomm Ltd (“RJIL”) announces that it has successfully acquired the right to use 269.2 MHz (UL+DL) spectrum across all 22 Service Areas in India in the recently concluded spectrum auction conducted by DOT, Government of India. Service Area wise details of spectrum acquired are as per below:
| Service Area | 800 MHz band (Paired) |
1800 MHz band (Paired)  |
2300 MHz band (Unpaired) |
| Andhra Pradesh | – | – | 10.00 |
| Assam | – | – | 10.00 |
| Bihar | – | 5.00 | 10.00 |
| Delhi | – | – | 10.00 |
| Gujarat | 5.00 | – | 10.00 |
| Haryana | – | 1.00 | – |
| Himachal Pradesh | – | 5.00 | 10.00 |
| Jammu & Kashmir | – | 10.00 | – |
| Karnataka | – | – | 10.00 |
| Kerala | – | – | 10.00 |
| Kolkata | – | – | 10.00 |
| Madhya Pradesh | – | – | 10.00 |
| Maharashtra | – | – | 10.00 |
| Mumbai | – | – | 10.00 |
| North East | – | – | 10.00 |
| Odisha | – | – | 10.00 |
| Punjab | 3.75 | 5.20 | – |
| Rajasthan | 5.00 | – | – |
| Tamil Nadu | – | – | 10.00 |
| Uttar Pradesh (East) | 1.25 | 3.40 | – |
| Uttar Pradesh (West) | – | 5.00 | – |
| West Bengal | – | 5.00 | 10.00 |
| Total | 15.00 | 39.60 | 160.00 |
Enhancement of spectrum footprint
RJIL has renewed its expiring spectrum in 800 MHz band in Gujarat circle and purchased additional spectrum in the 800 MHz, 1800 MHz and 2300 MHz bands at 6.5% premium to reserve price.
Through this acquisition, RJIL’s total spectrum footprint has increased to 1,108 MHz(UL+DL) with an average life of over 16 years, further strengthening its leadership position in liberalized spectrum holdings. RJIL’s spectrum footprint ensures availability of spectrum in all the three bands across the country and enhances its network capacity at negligible incremental capital and operating expenditure.
Mukesh D Ambani, Chairman, Reliance Industries Limited, said “We have expanded our spectrum footprint thereby significantly enhancing capacity of our all-IP data strong network and ensuring world class services for all Indians. Jio is committed to taking India to global digital leadership by bringing the power of data to all Indians.”
Cost
The payment to be made for the right to use of this technology agnostic spectrum for a period of 20 years is Rs. 13,672crore, as per the details below:
(amount in Rs. crore)
|
Frequency Band |
Total Payment |
|
800 MHz |
3,623 |
|
1800 MHz |
2,154 |
|
2300 MHz |
7,895 |
|
Total |
13,672 |
The above results are provisional and subject to DOTconfirmation.
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.
