iWorld
Amazon Prime Video now speaks Tamil, Telugu
MUMBAI: Amazon Prime Video, today announced the launch of Tamil and Telugu User Interfaces (UI), including navigation, browsing and customer support, to offer a more localised entertainment experience on Prime Video app and on PrimeVideo.com. In addition, a large and growing selection of Prime Video’s content can be watched with show descriptions and subtitles in Tamil and Telugu. The introduction of localised user interfaces, including the recently launched Hindi interface, exemplifies Amazon Prime Video’s effort to customise the offering based on needs of their customers. Prime Video already offers large content libraries in six Indian regional languages including Hindi, Tamil, Telugu, Marathi, Bengali and Kannada.
Prime members with a preference for these languages can now discover and enjoy Prime Video’s collection of entertainment in their language of choice. Customers can now watch Prime Original Series like Breathe, Comicstaan, the recently launched Mirzapur, Bollywood blockbusters such as Padmaavat, Gold and Raazi with show-titles, show descriptions and dubbing or subtitles in Tamil and Telugu. Moreover, viewers can also enjoy Amazon Global Originals like The Marvelous Mrs. Maisel and Tom Clancy’s Jack Ryan with dubbing or subtitles in Tamil and Telugu. With this move, customers can now navigate, manage their account information, payments, receive customer support, and enjoy features like add to their watch-list in these local languages.
Talking about the launch, Amazon Prime Video India business director and head Gaurav Gandhi said, “At Amazon Prime Video, we recognise the importance of localising our service as we continue to grow and expand the Prime customer base across the country. We are delighted to make Prime Video available in Tamil and Telugu User Interfaces, in addition to Hindi UI which we launched recently. A large base of our customers can now have an even more engaging experience by accessing and using Prime Video in the language of their choice. We will continue to build on our localisation initiatives, adding more content with Tamil and Telugu subtitles or dubbing, and evolving the service experience for Prime members in India, enabling them to watch their favourite movies and TV shows in the language of their choice.”
Prime members opting for the Tamil or Telugu experience on Prime Video can select their preferred language option from the settings of their Prime Video app for iOS and Android, on their desktop or personal computers via PrimeVideo.com or through supported connected devices like Smart TVs, latest Apple devices, gaming consoles such as Xbox One and PS3, PS4. Once chosen, the preferred language option will be saved for their future usage. Customers will always have the choice to control and change their language preference at any time and they can set different language options for each device they own.
With this launch, customers can also enjoy Tamil blockbusters including Kaala, Ghajinikanth, Kadaikutty Singham and Telugu titles including Goodachari, U Turn, NOTA, with titles and descriptions in Telugu and Tamil respectively.
Amazon Prime membership is available at Rs 999 annually and Rs 129 monthly.
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.
