iWorld
Ex-Viacom18 COO Raj Nayak launches online chat show ‘Fridays with Raj Nayak’
MUMBAI: From off-screen to on-screen – that’s how former Viacom18 COO Raj Nayak envisions his future. The man behind the popularity of one of TV’s top reality shows, Bigg Boss, is now stepping into the shoes of a host with his new chat show: Fridays with Raj Nayak.
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The hour-long live show will see Nayak speaking to people from a wide range of backgrounds including, but not restricted to, Bollywood, politics, sports, media, etc. The only criterion is that the person has to be interesting or eclectic in his/her field. It will be streamed live on YouTube and Facebook for the first episode on 24 April while viewers can catch Nayak getting up close and personal with his guests on multiple platforms simultaneously in the upcoming episodes.
“I anyway had the intention of doing a show someday. On my show, I will converse and address aspects of people that aren’t known which is beyond just their professional lives,” Nayak says to Indiantelevision.com.
His plan is to get 52 guests for a full year edition.
This show is akin to testing the waters. Eventually, his aim is to try to get a show of his own on TV. “If I feel I am capable to do that and if there is an opportunity and good feedback then I think my relationship with the broadcast industry may help me achieve my aim,” he says.
Although the launch timing coincides with the COVID-19 pandemic-induced lockdown, Nayak doesn’t want to harp on that but rather make it more positive. While the initial timing of the show is from 5 pm to 6 pm every Friday, that may change depending on factors such as traffic, guest availability and audience research.
Nayak’s challenge is to research about his guests on an almost stalker-ish level. “I don’t just want to know about their work. I want to know about things like does my guest have a dog and what’s the name of her dog. I want to know the person’s views on politics and many other things. That is the level of research that will go into my shows,” he says.
Right now, it’s a one-man-army show with Nayak handling all aspects including advertising, marketing, media, guest selection, etc. However, the show is produced by House of Cheer, the media and entertainment company he launched late last year.
Until lockdown persists, the show will be conducted virtually via Zoom app. A makeshift set in a corner of his home is ready for the live stream. The first episode will feature transformational life coach (PCC) and energy psychology practitioner Jill Majeski. Nayak says he is in the process of identifying other guests for future episodes.
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.
