iWorld
Amazon Prime starts streaming original Indian, foreign exclusive content
MUMBAI: Amazon India today launched its Prime Video in India. Amazon prime users will get access to Bollywood blockbusters, Hollywood movies and TV shows, and kids’ programming and Amazon original series. Available on Google Play Store as of now, it is expected to be available Apple App Store soon.
Amazon Prime is ready to let us watch various entertainment programmes on PrimeVideo.com. Now, one can download any title for offline viewing. Sub-titles and dubbing would be there for all originals and many other titles. Amazon is also working with AIB, Phantom, Excel Media, Farhan Akhtar, Ritesh Sidhwani, Big Synergy, OML for exclusive content.
Amazon Prime video’s overall subscription structure would be:
Unlimited ad-free streaming
Latest exclusive movies and TV shows
No additional cost to the annual subcription of Rs 499 per Prime membership
30-day free trial available
Kids will enjoy their favorite shows from India, and the world, on demand and ad-free. Amamazon India earlier announced tie-ups with content partners such as Asahi Corporation for shows like Shinchan, Doraemon, and Ninja Hattori. Award-winning Amazon Original series will be available exclusively to Prime customers such as Jeremy Clarkson’s The Grand Tour along with Indian original shows.
Many US TV shows will be available on Prime within a day of telecast, and the selection includes some of 2016’s most awarded shows. Original production like Breathe, The Ministry, Powerplay, Mirzapur, Stardust, The Family Man are being brought for the Indian audience.
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.
