iWorld
Bruce Willis takes Lionsgate Play by storm
Mumbai: In the words of Bruce Willis himself, “Yippee-kay-yay mot-”! This Hollywood heavyweight has redefined the action genre, setting a new standard for action films. But his portfolio of films doesn’t end there. From heart-stopping thrillers to heartwarming dramas, Bruce Willis has done it all and how! Lionsgate Play brings you the best of the action icon as we take a look at some of his best films, filled with suspense, excitement, and the unmistakable grit that only Bruce Willis can deliver.
Detective Knight Trilogy
Detective Knight: Redemption – Release Date: 8 December 2023
Detective Knight: Independence – Release Date: 15 December 2023
Steely-eyed, ruthless and just, Bruce Willis plays Detective James Knight, an LA detective, who stands for everything right. The Detective Knight Trilogy sees Willis as a cop (once again), as he faces some of the most adverse situations, requiring him to take matters into his own hands. The action-packed franchise sees guns, violence and the deliverance of justice on a whole new level.
Midnight In The Switchgrass
In an unlikely avatar, Bruce Willis stars alongside Megan Fox as the duo play FBI agents on the hunt for a dangerous serial killer. Midnight In The Switchgrass is a nail-biting thriller that sees the duo try and catch a crafty serial killer as he continues to prey on women as his targets. But when Fox disappears the stakes become higher as it becomes a race against time to take down the maniacal killer. Will she be saved in time or become another name on his list of victims?
Extraction
An unbreakable father-son bond is put to the test as a retired CIA agent is kidnapped and held to ransom against the fate of the country. Blocked by the CIA, his son sets out on a mission of his own to rescue his father, all while putting the country at risk to terrorism. With a cast of Kellan Lutz, Gina Carano and Dan Bilzerian, Extraction sees Bruce Willis in his element as a force to be reckoned with.
Red
Packed to the brim with action, Red is the thrilling story of what happens when you double cross the wrong person. Francis Moses (Bruce Willis) is a retired black-ops agent who just wants to live a normal life. However he learns that his life is under threat from an enemy of his part, forcing him to take up the very job he retired from. Now back to his old ways, he assembles his old team for one last mission: hunting down the man after him. With a stellar cast of John Malkovich, Helen Mirren and Morgan Freeman alongside Bruce, this film is an action must-watch.
The Expendables 2
One of the greatest action franchises of all time, The Expendables 2 is about teamwork, camaraderie and raw unfiltered action. When a routine mission goes sideways causing tragedy the group of elite mercenaries, known as The Expendables, go on a rampage to avenge their fallen comrade. With a cast of Sylvester Stallone, Bruce Willis, Jean-Claude Van Damme, and Jason Statham, bullets are bound to rain from the skies as the film promises action in its best form.
Enjoy all these titles at the home of Bruce Willis’ most iconic titles, Lionsgate Play.
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.
