iWorld
BSNL violating TRAI’s IUC norms, complains COAI
NEW DELHI: The Cellular Operator Association of India (COAI) has approached the Telecom Regulatory Authority of India against the state-owned Bharat Sanchar Nigam Ltd’s (BSNL) new limited fixed mobile telephony app-based calling service that virtually turns mobiles into a cordless phone.
The new service works in sync with landlines to make and receive calls within home premises.
Claiming it was like the “in-principle same version of their fixed mobile telephony (FMT) services” launched last year and subsequently withdrawn, COAI members want TRAI to direct BSNL to withdraw the new service. BSNL has so far marketed its service as “distinct”.
Interestingly, Reliance Jio has not joined in as it claims to have divergent views.
While launching the new service in mid-January, BSNL had stated that the latest limited Fixed Mobile Telephony (FMT) service is “different” from the contentious Fixed Mobile Telephony service it had announced last year. The PSU was subsequently forced to put on hold the service following opposition from cellular operators.
The operators say the new service is disguised as a Public Switched Telephone Network (PSTN) service and violation of numbering plan and breach of licence conditions.
In its letter to TRAI, COAI has also alleged that BSNL’s service represents evasion and bypass of Interconnect Usage Charges (IUC) in the form of termination charges. “We understand that the new service will use fixed line Caller Line Identification for making calls from mobiles and currently no termination charges are applicable for calls to and from fixed line in terms of TRAI’s prevailing IUC regulation,” COAI said.
If the service is allowed, other operators with landline number series may also start using the methodology for saving on IUC leading to major revenue implications, COAI has argued.
“In light of the serious concerns … we request your kind intervention in issuing an immediate direction to BSNL for withdrawing this app-based calling service,” COAI has said.
While putting its service on hold, BSNL chairman Anupam Shrivastava had said the earlier service allowed customers on roaming in India and overseas to connect their landlines through mobile and make calls through them, but the new service is restricted within the home premises.
“Landline subscribers find it inconvenient to fetch the contact details from mobiles and then dial the number on fixed line … This service will turn mobile handset into a cordless device within the home premises, which means that customers can still avail the attractive landline tariffs of BSNL,” Shrivastava had said.
Also Read:
BSNL launches FMT & Ditto TV; 4G planned this year
Fazed by expensive 4G spectrum, BSNL gifting Kerala 1k hotspots
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.
