iWorld
Facebook faces one of its longest global outages
New Delhi: Social media giant Facebook along with its subsidiary platforms, Instagram and WhatsApp experienced one of its longest global outages on Monday night after the services remained non-functional at least for over five hours.
The exact reason for the outage has not been established as yet.
Facebook took to Twitter to acknowledge the problem after several users complained of issues in accessing the social media site. “We are aware that some people are having trouble accessing our apps and products. We are working to get things back to normal as quickly as possible, and we apologise for any inconvenience,” a Facebook spokesperson tweeted.
We’re aware that some people are having trouble accessing Facebook app. We’re working to get things back to normal as quickly as possible, and we apologize for any inconvenience.
— Facebook App (@facebookapp) October 4, 2021
India has one of the highest numbers of users of Facebook as well as its other platforms. As per government data shared earlier this year, India has 53 crore WhatsApp users, 41 crore Facebook users and 21 crore Instagram users.
*Sincere* apologies to everyone impacted by outages of Facebook powered services right now. We are experiencing networking issues and teams are working as fast as possible to debug and restore as fast as possible
— Mike Schroepfer (@schrep) October 4, 2021
Facebook chief technology officer, Mike Schroepfer said the social media company was experiencing “networking issues” and teams were working as fast as possible to debug and restore as fast as possible.
As the Facebook-owned sites remained down, users took to alternative sites, including Twitter, Telegram, and Signal to connect with each other. While there have been similar outages in the past, the issues were resolved within a short time. However, on Monday, the sites remained down for as long as five hours.
WhatsApp services resumed early on Monday morning, while Facebook and Instagram users continued to face issues.
We’re now back and running at 100%.
Thank you to everyone around the world today for your patience while our teams worked diligently to restore WhatsApp. We truly appreciate you and continue to be humbled by how much people and organizations rely on our app every day.
— WhatsApp (@WhatsApp) October 5, 2021
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.
