iWorld
Ban on YouTube in Pakistan may be lifted in two months
NEW DELHI: The Pakistan National Assembly is expected to take a final decision on 8 April to ask the government to re-open YouTube in the country in matter of two months with necessary safeguards.
This follows a sizable number of members having moved resolutions for lifting the 18-month ban.
However, the matter has been put off to 8 April in view of the pending case on reopening of YouTube in Lahore High Court.
A resolution was moved by Pakistan People’s Party member Shazia Marri that asked the government for re-opening of YouTube immediately, particularly since the objectionable video ‘Innocence of Muslims’ had been removed.
Later Awab Alvi from Pakistan Tehreek-e-Insaf also advocated the opening of YouTube, according to the Pakistani web portal MoreMagazine.
An amendment moved by Awais Leghari of the PML-N deleted the word “immediate” and gave the government up to two months to remove the ban “with adequate safeguards”.
With the ban on Youtube, famous singer Ali Gul Pir has released a song Kholo BC to mock government for its inability to lift the ban on such a useful online platform. With main focus on YouTube Ban, Ali and his fellow artiste Adil Omer has touched upon various issues related to Pakistani society, its Youth and the dichotomy present in the behavior of its ruling elite.
Interestingly, this resolution comes at a time when an international survey has revealed that just around 22 per cent of Pakistanis want a free internet.
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.
