iWorld
Banijay celebrates 25 years of Survivor
MUMBAI: Banijay is celebrating 25 years since the adventure reality format, Survivor, debuted in Sweden in September 1997. The milestone achievement follows the format’s most successful year-to-date last year, with 25 productions in 2021.
Survivor tests the spirit of a group of ordinary, yet extraordinary people who are marooned, with little more than the clothes on their backs and their own animal cunning. As they catch their own food, build their own shelter and order their own society, castaways must compete in increasingly difficult tests of strategy and guile.
Ranked the Best Reality Show Of All Time (Variety), Survivor, the format which is created by Charlie Parsons, has been commissioned in 50 territories and is one of the most loved and watched formats around the world. The anniversary follows the recent announcement that Survivor will return to the UK in 2023, with Remarkable Entertainment (part of Banijay UK) producing the series for BBC One and BBC iPlayer. Other recent comebacks for the format include Brazil, Norway, Bulgaria and Romania, with all-new first-time adaptations in Mexico and Serbia, as well as an upcoming launch in Canada (French).
Banijay global head of content operations Lucas Green said, “Survivor has all the elements of a hit format combining jeopardy, reality, strategy and adventure. Whilst each version is unique to its territory, every Survivor season celebrates the core values of this much-loved show. It has been honed through hundreds of seasons of expertise and is head and shoulders above the countless copycats which never quite stand up to the test. We are proud to produce the original – and in our view the best – adventure reality format on television. Most of all, we give thanks to those hard-working production teams around the world, with whom we celebrate this distinguished anniversary.”
Amongst the hugely successful iterations around the world are the U.S., which is the longest-running version with season 44 confirmed and more than 7.5 million viewers tuning in to the most recent season on CBS; The Netherlands, which has aired every year since 2000; the hugely popular French series, which will air its 29th season next year; and the originating market Sweden, which recently aired its 21st run of Expedition Robinson. The format also enjoys successful companion shows, all-star spin-offs and celebrity versions.
Survivor has created iconic moments over the last 25 years. These include an Israeli contestant meeting his child for the first time via video link at the Tribal Council, a player voting off her mum so she could progress in series 29 in the US, a proposal between two All Star contestants in the US. There was even a visit to the beach from Ivanka Trump in the Italian production, in heels and a sequinned dress!
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.
