iWorld
Airtel launches Platinum 3G in India; Mumbai first city for launch
MUMBAI: Bharti Airtel is all set to enthral Mumbaikars with the launch of its Platinum 3G service. Winning the 900 MHz band in September 2013, Airtel will be using it to complement the existing 2100 Mhz resulting into greater speed and connectivity.
Being the first telecom operator in India to launch Platinum 3G, Airtel will offer the services of Platinum 3G at existing 3G tariff. Mumbai is the primary Indian city to experience the superior connectivity. The company has further plans to extend the services to Kolkata.
Airtel Platinum 3G is India’s best 3G network offering a variety of benefits. Till date, Airtel has 50 lakh subscribers in Mumbai and claims to be the only network that works on the Platinum band. Airtel customers in Mumbai can browse the Internet 34 per cent faster, get 30 per cent better indoor coverage and enjoy 16 per cent longer extended battery life. Additionally, users can stream videos 25 per cent faster than the existing speed.
Bharati Airtel India Mumbai Maharashtra, Goa Gujarat Hub CEO Ashok Ganpathy said, “As a leader in the telecommunication space it is our endeavour at Airtel to consistently innovate and provide a seamless network to our customers. The launch of Platinum 3G is an integral part of this commitment to enhance customer satisfaction by providing superior connectivity on existing 3G tariffs. Considering this we would now like to invite data savvy customers in Mumbai to enjoy this world class experience.”
Airtel signed a contract with data networking and telecom equipment company, Nokia Networks to enhance its 3G network in Mumbai. As part of the deal, a dual band, dual carrier 3G network has been set up at Mumbai, reframing 900 MHz to complement the city’s existing 3G network on 2100 MHz. This is expected to enable higher throughput and thus improved 3G services for Bharti Airtel’s customers.
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.
