iWorld
Disney+ launches in seven European countries
MUMBAI: Disney+ has launched in Europe as the coronavirus continues its macabre journey at different parts of the world. It may be recalled that just a few days ago, the streaming platform launched in India, only to withdraw abruptly the next day.
The Walt Disney Company’s streaming service will launch in France on April 7.
The European launch of Disney+ means that it will be available in the UK, Ireland, Germany, Italy, Spain, Austria and Switzerland. Disney+ will come with a comparatively lower bandwidth utilisation in view of the growing worries about the capability of some broadband infrastructure to manage the likely surge in consumer demand.
In 2019 November, Disney+ launched its service in the US, Canada, the Netherlands, Australia, New Zealand and Puerto Rico.
Disney+ provides a treasure-trove of more than 26 original movies and series, films, and television episodes and much more. The launch means that audiences in the UK, Ireland, Germany, Italy, Spain, Austria and Switzerland will be able to enjoy streaming of Disney+ on almost all major mobile and connected TV devices, which include smart television, streaming media players and gaming consoles. Disney+ provides commercial-free viewing and unlimited downloads on up to 10 devices, in addition to customised recommendations. While subscribers may set up to seven different profiles, parents are at liberty to set Kids Profiles which feature child-friendly interface. It enables parents to restrict inappropriate content.
Kevin Mayer, Chairman of Walt Disney Direct-to-Consumer & International, said that launching in seven markets simultaneously is a new milestone for Disney. “As the streaming home for Disney, Marvel, Pixar, Star Wars and National Geographic, Disney+ delivers high-quality, optimistic storytelling that fans expect from our brands, now available broadly, conveniently and permanently on Disney+. We humbly hope that this service can bring some much-needed moments of respite for families during these difficult times.”
Meanwhile, the streaming platform (DIS +14.5%) is enjoying its best day as a stock since October 2008. Though at $98.18, it's still significantly off a 52-week high of $153.41, or even the $140 mark of a month ago.
According to MoffettNathanson, Disney was unencumbered by language barriers unlike Netflix which had to localize its content for various non-English-speaking regions. Moreover, Disney+ is rolling out in Europe at a time when a large part of the population is staying at home due to the COVID-19 pandemic. The lockdown is likely to help the service to boost its subscriber uptake.
Unlike other international markets, Disney already has its OTT presence in India through Hotstar which came under its umbrella after the 21st Century Fox acquisition. Bob Iger, the ideator of Disney’s streaming journey, wanted to exploit Hotstar’s popularity in the country and launch the merged and rebranded service during IPL. Due to the outbreak of Coronavirus pandemic, the cricket tournament has been postponed and the entry of Disney+ got delayed in India.
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.
