iWorld
Amazon Prime Video tops Nielsen’s original movies list in US
Mumbai : Amazon Prime Video’s Without Remorse has topped the most-watched list of original movies released by the US-based information, data, and market measurement firm Nielsen. Amazon Prime Video’s run to the top spot was unexpected, with Netflix dominating the list over the past few weeks with movies like Stowaway and Thunder Force.
Without Remorse sets OTT on fire
Directed by Stefano Sollima, Without Remorse is based on the book with the same name written by Tom Clancy. The film stars Michael B. Jordan, Jamie Bell, Jodie Turner-Smith, Luke Mitchell, and Guy Pearce in lead roles. It revolves around the life of John Kelly, a US Navy Seal who sets out on a path of revenge after his pregnant wife and unit members are killed by Russian assassins. The film has received mixed to positive reviews, while critics have lauded Michael B Jordan for an amazing performance in action sequences.
The Mitchells vs. The Machines that is now available for streaming on Netflix bagged second spot in Nielsen’s original movies list. Directed by Mike Rianda, this computer-animated science-fiction comedy film was produced by Sony Pictures Animation. The film revolves around the life of young Katie Mitchell who embarks on a journey with her parents and younger brother. Things take an unexpected turn when all electronic devices in the world suddenly come to life and stage an uprising.
Things Heard and Seen grabbed the third spot, followed by Netflix’s Stowaway in the fourth spot. Other movies in the Nielsen list in the most-watched category of original films include Moana (Disney+), Green Zone (Netflix), Soul (Disney+), Thunder Force (Netflix), Frozen (Disney+), and Madagascar (Netflix).
Hulu marks its presence in the series category
Netflix topped the series category with its new series Shadow and Bone created by Eric Heisserer. This fantasy series is based on two books; Shadow and Bone and Six of Crows, written by American author Leigh Bardugo. Actors Jessie Mei Li, Archie Renaux, Freddy Carter, and Amita Suman essay lead roles in the series.
Hulu’s The Handmaid’s Tale was an unexpected entry in this week’s Nielsen list of most-watched original series. Created by Bruce Miller, the series is based on the 1985 novel with the same name penned by Canadian author Margaret Atwood. The series is set in the backdrop of Gilead, a totalitarian society in what used to be part of the United States, ruled by a fundamentalist regime that treats women as property of the state. However, things take an unexpected turn when one woman decides to fight against all the odds in society.
The other original series that made their way into the Nielsen list are The Circle (Netflix), The Falcon and the Winter Soldier (Disney+), The Crown (Netflix), The Great British Baking Show (Netflix), Life in Color with David Attenborough (Netflix), Invincible (Amazon Prime Video), Longmire (Netflix), and Lucifer (Netflix).
The section of acquired series did not witness many changes from last week. All the ten inclusions in this list are from Netflix’s arsenal which includes, NCIS, Grey’s Anatomy, Criminal Minds, Cocomelon, Heartland, Supernatural, Nicky Ricky Dicky, and Dawn, Schitts Creek, Gilmore Girls, and New Girls.
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.
