iWorld
Big Bang Social signs Zomaland by Zomato as the creator experience partner
Mumbai: Creator marketplace Big Bang Social has tied up with Zomaland, one of India’s grandest food and entertainment carnivals, by Zomato, which is spread over the weekend across seven cities in 2022-2023 with incredible food, entertainment, carnival games, and attractions all under one roof.
Big Bang Social has been brought on board as a creator experience partner to activate its vast network of creators that are social storytellers and pop-culture custodians, in their own right.
As Zomaland makes its place among India’s most iconic live experiences, the country’s thriving creator community will be made part of the legacy being built. Big Bang Social will cater to creators providing them with unforgettable Zomaland experiences.
The collaboration will include over 300 creators across seven cities where the event is scheduled to take place. Creators will be capturing the best of culinary delights, carnival games, music, and comedy performances at the festival through mini-vlogs and engaging content. Attendees will get a chance to interact with their favourite creators as they attend the spectacular festival.
“CreatorXP is our way of bringing the world’s best experiences to India’s creator universe. Creators are constantly looking for unique spaces to create content, and IP owners find mutual benefit in their unique story-telling and digital distribution expertise. We’re delighted to be partnering with Zomaland by Zomato to enable this very idea. Creators are gaining a fantastic opportunity to showcase their stories at Zomaland in this amazing confluence of food, music, and community,” says Big Bang Social co-founder Dhruv Chitgopekar.
“Zomaland is an experience-led food carnival that brings every aspect of Zomato to life. After a two-year hiatus, we are back—bigger, better, and grander—to celebrate and create immersive experiences for our attendees. We’re excited to partner with Big Bang Social and invite key trendsetters to become part of our community while indulging in great food, music, and entertainment at the carnival,” says Zomato Live global head Chaitanya Mathur.
With over 1,20,000 “curated” influencers and growing on the platform, which has a cumulative reach of over 250 million, Big Bang Social strives to bring true creative and commercial value to the creator market by driving advertising & commerce revenues and creating opportunities across blockchain, metaverse, etc. This backed with the legacy and strength of Collective Artists’ premium celebrity network, makes this ecosystem a one-stop shop for the creator economy.
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.
