iWorld
Data tech, telecom & auto-driven India’s battery mkt to reach US$ 8.6bn by ’22
MUMBAI: Emergence of new data transmission technologies such as 4G would require upgradation of technological infrastructure such as establishment of new telecom towers, etc. This is projected to buoy growth in India’s battery industry in the coming years, as batteries form an integral part of operational telecom towers and associated infrastructure.
‘Research and Markets’ has recently released a report “India Battery Market By Application, Competition Forecast & Opportunities, 2011 – 2022.” The battery market in India is projected to reach US$ 8.6 billion by 2022, on account of growing demand from automobile and industrial sectors, the report stated.
Companies studied in the report included Amara Raja Batteries, Base Corporation Limited, Exide Industries, HBL Power Systems, Luminous Power Technologies, Okaya Power, Samsung SDI Co., Southern Batteries, Su-Kam Power, and TATA Autocomp Gy Batteries.
The battery market in India is mainly driven by growth in power sector, surging transportation needs, increasing battery integration in consumer electronics and rising fuel saving initiatives. In India, several government measures such as promotion of solar power and clean fuel based automobile technologies are anticipated to propel demand for batteries in the country over the course of next five years. Moreover, rising investments in infrastructure developments coupled with growing telecom sector is projected to bolster growth in the country’s battery market during 2017-2022.
Strong growth in domestic production and exports of automobiles, coupled with expanding vehicle fleet is projected to drive demand for batteries from OEMs as well as replacement segments through 2022. Moreover, rising penetration of two-wheelers in semi urban and rural India is projected to surge replacement demand for two-wheeler batteries during the forecast period.
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.
