iWorld
Vdopia Inc.’s work bags top accolades at the Mob-Ex Awards 2014
MUMBAI: Vdopia Inc., leaders in Online and Mobile Video Advertising, had its work in mobile recognized at the second annual edition of Mob-Ex Awards, 2014 held in Singapore. It’s much lauded Audi A3 SB launch campaign ‘Let us entertain you’ won two top accolades – Gold for “Best In-app advertising” and Bronze for “Best Mobile Advertising Solution”.
The Mob-Ex Awards is Singapore’s premier event which celebrates mobile excellence and recognizes the cr?me de la cr?me across the mobile marketing spectrum. It felicitates organizations that have successfully leveraged mobile platforms, through distinct mobile marketing strategies.
Mimmie Ong, Regional Head – Sales, SEA, Vdopia Inc. said, “This award is an honor. It recognizes our depth of expertise and strategy in key areas of mobile and delivery, for us and our client. We are thankful to our client, our agency partners, and Mob-Ex for this accolade.”
Vdopia recently also surpassed a record 10-million Unique Viewers in India (ComScore Video Ad Metrix) a first for a network as it continues on a wave of global and regional growth.
Preteesh Chouhan, VP-APAC, Vdopia Inc. reflected, “Creativity and technology investments have consistently enabled Vdopia to create engaging digital campaigns for a wide variety of clients across industries and regions. This is a fantastic beginning to a bigger and bolder 2014 for Team Vdopia.”
Vdopia Inc. has seen a 100% growth and expansion in 2013, allowing the company to double its staff count globally and open new offices in several key markets.
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.
