iWorld
COAI’s net neutrality campaign garners support of 40+ lakh Indians
MUMBAI: Cellular Operators Association of India’s (COAI) campaign – ‘Sab ka Internet, Sab ka Vikas’ – for net neutrality, net equality and consumer choice, has received support from over 40 lakh Indian mobile users in under a week.
Launched on 22 April, 2015, the campaign is about making the internet accessible and affordable for every Indian. In addition, it is about ensuring that everyone has the right to choose what they want to access, ensuring access to solutions that make the internet affordable for all, and applying the same rules for the same services to all.
The campaign was announced by CEOs and representatives of the member companies of COAI on 24 April in New Delhi.
COAI members had reaffirmed their commitment to the government’s ‘Digital India’ programme and to promote net equality, so as to facilitate an open, inclusive and affordable access to the internet for every Indian.
COAI director general Rajan S. Mathews said, “The campaign championed the cause of customers choosing what they would like to access in the web space, benefitting from affordable internet packages and with the same rules being applicable to services as well. COAI started the outreach effort to ensure mobile customers have the freedom to benefit from the power of the internet in the way they would wish to. This includes the choice of platform, device and technology.”
“We respect the choice of our customers and support the Prime Minister’s vision of ‘Digital India.’ #SabkaInternet has always been the essence of our philosophy and the billions of dollars investments made by all the telecom operators in the space,” added Mathews.
SMSes and voice calls were leveraged to promote the core thought of the campaign and to garner the support of a large number of people across the country. To ensure ease of understanding, the messages were conveyed in 12 local languages across India. This medium was intentionally selected so as to be able to reach out to and include the views of the millions of mobile customers who are yet to be connected to the internet.
In the past week, more than 40 lakh people showed their support for the cause, while about 10 per cent chose to opt out.
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.
