iWorld
Blogmint, DMAi join hands for influencer marketing programme
MUMBAI: India’s first automated marketplace Blogmint, which connects brands and bloggers, has joined hands with DMAi to launch a first-of-its-kind executive session on the adoption of influencer marketing in India.
It will be an informative and interactive platform for businesses of all sizes to learn and unlearn about influencer marketing, which is the fastest growing channel for online customer acquisition. This will help brands generate returns on social media.
With a view to spread the message of influencer marketing, Blogmint and DMAi conducted the first session at the Radisson Hotel in Delhi earlier this month and plan to continue this exercise in various parts of the country. A session is scheduled on 27 May in Mumbai.
Blogmint CEO Irfan Khan said, “As influencer marketing empowers brands to leverage the power of word of mouth through influential bloggers and content producers with significant number of fans and followers on social media, it is increasingly becoming an integral part of brand’s marketing mix. However, there’s a big gap between brands and social influencers on how to collaborate successfully and responsibly. Through this initiative, we wish to bridge this gap between businesses and influencers.”
“We remain committed to advancing the practice of response driven marketing through such initiatives. There is a library of rich content for our CXO (chief experience officer) roundtables that the industry can benefit from. We are thankful to Blogmint, who have partnered in curating the sessions for the influencer marketing roundtables,” added DMAi director and COO Shelly Singh.
The first event witnessed more than 50 CXOs from leading companies like Reebok, SAP and HCL among others.
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.
