iWorld
CCI to await TRAI report even as Parliamentary Committee studies net neutrality
NEW DELHI: Even as a Parliamentary Committee is meeting to discuss the net neutrality issue, Competition Commission of India (CCI) chairman Ashok Chawla has said net neutrality is a policy issue and Telecom Regularity Authority of India (TRAI) should first take a stand on it.
Chawla said CCI would look into the matter when it will come to it. “It has not come to us. We will see when it comes. This is a policy issue. The regulator has to decide first. Based on whatever happens in terms of behaviour as in conformity and non-conformity of policy, we will see and in any case if they are going to interact with us they are welcome,” Chawla told reporters on the sidelines of an annual day function of the CCI.
TRAI has already touched upon net neutrality in its Consultation Paper on over the top (OTT) services.
Meanwhile, Parliamentary Ministry sources said that the Committee may hold more than one meeting on the issue, and will then place its report in the next session of Parliament. Representatives of some telecom companies are understood to have presented their views on the issue.
CCI orders a probe only if there is prima-facie evidence of a violation of competition norms.
The development comes at a time when some telecom operators have entered into tie-ups for offering free access to certain mobile apps and websites. Such activities have raised concerns on net neutrality. The last refers to equal treatment for all Internet traffic.
Last month, Bharti Airtel launched Airtel Zero, an open marketing platform that allowed customers to access many mobile applications for free, with the data charges being paid by startups and large companies.
Over the past few months, operators such as Reliance Communications and Uninor have partnered Internet companies such as Facebook, WhatsApp and Wikipedia to offer free usage to consumers.
Such moves are being seen as being opposed to net neutrality, particularly to the extent that they affect communication OTT services like Viber, free calls on WhatsApp etc.
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.
