iWorld
Ambani talks about RIL’s media & entertainment empire
MUMBAI: When one of India’s richest billionaires starts talking about what most consider as a small media & entertainment business, juxtaposing it against the Rs 300,000 crore he generates out of oil and gas, it’s a statement of how much it has come to mean to him.
At the RIL AGM on 1 September chairman Mukesh Ambani outlined the scale of Reliance Industries Ltd’s (RIL’s) M&E business.
“We own 58 channels the highest number by an Indian company and we are aggressively investing in it along with global leaders such as Viacom, CNBC, CNN Forbes, and A+E Networks,” he said with aplomb.
11 of these channels are overseas but they are Indian and catering to the diaspora globally. Network18 contributes 21 of these in the form of news channels reaching out national and regional viewers, in 18 states and 11 languages. The entertainment and infotainment TV business it has set up in partnership with global majors such as Viacom and A+E has 26 channels.
“Our television network reaches out to more than 500 million viewers every month, that is two out of every five Indians,” he explained. “Colors is amongst the top two channels in India, while Nick and MTV are top players in their genres.”
He was pretty kicked up about the reach of online websites under the Network18 umbrella. “They attract over 27 million unique visitors every month which is the largest in India,” he exclaimed.
He also spoke about the fact that online shopping and ticketing sites such as bookmyshow have got the highest traction in the country.
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.
