iWorld
China’s LeEco makes India debut; partners ErosNow & YuppTV
MUMBAI: Internet and technology company and one of the largest online video companies in China LeEco has forayed into the Indian smartphone market with the launch of LeEco Max smartphone. What’s more, the company has inked content partnerships with over-the-top (OTT) players ErosNow and YuppTV.
LeEco has launched their flagship superphones, Le Max & Le1s, in the Indian market. As their partner, ErosNow will be integrated within the Le ecosystem of internet enabled smartphones and smart televisions, showcasing ErosNow’s Bollywood films, music and Originals. Devices will include a one-year premium subscription to ErosNow service pre-bundled with the purchase of the phones.
On the other hand, YuppTV will provide 250 live channels across 12 languages, offering entertainment, news, movies, music, kids, lifestyle and spiritual content.
With a focus on maximum user engagement and satisfaction, the ErosNow service will be seamlessly integrated into the user interface of Le devices purchased in India.
Eros International group CEO and MD Jyoti Deshpande said, “Content consumption is surging across consumers with patterns changing rapidly and internet entertainment networks becoming increasingly popular. Our partnership with LeEco is part of our philosophy to provide consumers entertainment whenever and wherever they want it.”
“When content owners and platforms come together like Eros and LeEco, we provide a compelling consumer proposition. We are confident the LeEco range will be able establish its success in the attractive Indian market bundled with our premium content that consumers will love,” she added.
LeEco Asia Pacific CEO Tin Mok said, “We are excited to be entering the attractive and vibrant Indian market and partner with some great companies here like Eros who is a proven market leader in Indian entertainment. We sold four million phones in China last year and our target this year is 15 million and we hope to replicate that success in India and wow the Indian consumer with our super phones and televisions packed with features. We are pioneers and innovators in the technology world and creating a seamless ecosystem has worked for us very well in China. We believe the Indian consumer will get great value and user experience from our cool phones at compelling prices with annual subscription of ErosNow built into the price.”
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.
