iWorld
BSNL launches FMT & Ditto TV; 4G planned this year
MUMBAI: State-run BSNL is now making diligent changes to their services. The service provider has gone beyond its limits and adapting to the dynamic changes in the Indian telecom scene.
BSNL also announced mobile TV service ‘Ditto TV’ and limited fixed mobile telephony, an app that virtually turns mobiles into cordless phone working in sync with landlines within home. Ditto TV is a mobile TV service wherein subscribers can view live TV for over 80 channels.
The reports of cheaper plans came in after BSNL CMD Anupam Shrivastava hinted the same in a tweet. He also revealed that BSNL plans to launch their 4G services, most likely this year.
BSNL is prepared to re-introduce a ‘truly unlimited’ 3G data plan priced at Rs 498, along with many other new plans. These cheaper plans may be launched on 26 January — the Republic Day. The earlier plan offered users unlimited 3G data for 14 days. However, the plan was discontinued as BSNL noticed users violating the free data usage policy.
Besides, BSNL still offers a plan offering unlimited data and free BSNL to BSNL calls at Rs 1099 per month. The BSNL announcement comes soon after Jio offered ‘Happy New Year Offer‘.
A BSNL statement said that the “smartphone needs to download the app and with connectivity with BSNL broadband modem (say on Wi-Fi), customer can receive and also be able to make outgoing calls…on smartphone handsets. This service is in no way linked with mobile operator service or customer SIM in mobile handset,” the statement clarified.
On the mobile TV offering, BSNL mobile users need to download Ditto TV app from the play store, install it on mobile, register and then start using the service, at Rs 20 per month and is also bundled with Data Special Tariff Voucher for recharge of Rs 223.
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.
