MAM
RBNL rolls out multi-media campaign for advertisers
MUMBAI: Reliance Broadcast Network (RBNL) has launched a Multiple Media Customer focused campaign across its bouquet of English and regional channel offerings.
This campaign, targeted at key marketing decision makers, media planners and buyers, aims to demonstrate the advantages of leveraging the different channels in the RBNL bouquet. It showcases the individual channel‘s core USPs, relevant to marketers and their business objectives.
While the Big CBS Network has announced ‘The Choice is Obvious‘ campaign, its regional offerings including Big Magic and Spark Punjabi are also executing similar campaigns to reach out to their relevant customers.
The marketing campaign will leverage multi-media platforms including print, television, radio, OOH and digital, besides RBNL‘s own media platforms.
The RBNL channels will showcase their content line-up of “insight driven” local programming and regional content that creates communication opportunities for marketers.
The Big CBS Network‘s ‘The Choice is Obvious‘ campaign highlights entertainment options available across the network, like American Idol, The X Factor USA, India‘s Sexiest Bachelor Season 2, Bridelicious and International Music Favourites that pose as platforms for marketers to showcase their respective brands to the urban elite.
Big Magic through its campaign highlights the channel‘s properties like BIG Memsaab and Khulja Sim Sim and upcoming talent hunt shows like BIG Fame Star. The campaign also focuses on the channel‘s local relevance demonstrated through its shows like Hum Hain Bajrangi and Police Files.
Spark Punjabi too offers properties like BIG Punjaban, Spark Da Star, Spark Top 20 and BIG Fame Star which according to the channel provides marketers with a strong regional platform.
The company spokesperson said, “The RBNL Television network has distinctly positioned channels targeting specific geographies and audiences. The line-up of content and properties on these channels offer advertisers excellent platforms to reach out to their audiences. Beyond mere communication, there are engagement and interactivity opportunities we open for brands, which is value that marketers cannot ignore.”
Brands
Maharashtra revokes Ola, Uber, Rapido bike taxi licences
Temporary e-bike taxi permits cancelled as firms fail to meet state rules
MUMBAI: Maharashtra’s roads are set to see fewer zipping two-wheelers after the state government pulled the plug on provisional licences granted to bike taxi giants Ola, Uber and Rapido. Transport Minister Pratap Sarnaik announced in the Legislative Council on Monday that temporary permissions would be revoked.
“These companies were given permission for just a month and were required to submit certain documents. Since they have not complied, their temporary licences are cancelled. This is to ensure illegal bikes do not operate on our roads,” Sarnaik said.
The move follows the Maharashtra E Bike Taxi Rules 2024, designed to generate employment for local youth and offer commuters a cheaper, greener ride option. The rules, approved in August 2024, allow electric bike taxis in cities with over one lakh residents.
Under the policy, only electric vehicles can ply as taxis, and operators had 30 days to fulfil licensing and compliance requirements. Yet, officials claim many continued operations without meeting these conditions. Sarnaik added that a large number of bike taxis currently running in Mumbai and the wider Mumbai Metropolitan Region are illegal.
In a firm enforcement twist, the government has instructed authorities to focus on vehicle owners rather than riders when registering cases. Safety concerns, particularly for women passengers, and accident complaints have also been flagged by the transport department.
Since April 2024, Regional Transport Offices have taken action against 130 non-compliant bike taxis, collecting fines exceeding Rs 33 lakh. Authorities say further measures will follow to ensure services adhere to regulations before returning to city streets.
Maharashtra’s bike taxi saga has been a rollercoaster. Initially banned in January 2023 due to concerns over private vehicles ferrying passengers, the sector was later formalised through an electric bike framework in 2024. Provisional licences were granted in 2025, but the government now warns that any bike taxi operating on city roads without proper permits will be considered illegal.
Adding to the transport shake-up, the government has also halted the issuance of new auto rickshaw permits from March 9 to ease urban traffic pressures and safeguard livelihoods of existing drivers. A fresh standard operating procedure for future permits is set to go before the state cabinet soon.
Maharashtra commuters may have to find alternative rides as the state reins in its two-wheeled taxi revolution, leaving app-based bikers in a legal limbo.
