iWorld
Festive season propels Indian smartphone market
KOLKATA: The festive season has pushed the Indian smartphone market with a quarter-on-quarter growth of 27 per cent in Q3 of the current calendar year 2014 to propel it as the largest growing smartphone market in the APAC region.
The overall mobile market stood at 72.5 million units in Q3 2014, registering a 15 per cent quarter-on-quarter growth and a 9 per cent year-on-year growth, according to the International Data Corporation (IDC).
“With 44 million units shipped in CY 2013 and the current market scenario hinting at 80 million plus shipments in CY 2014, we have a big chunk of end-user market which is awaiting refresh. To add to this, new initiatives on the 4G front are expected to be rolled out, which should spark up demand in the smartphone market in CY 2015,” said IDC India senior market analyst Karan Thakkar.
However, phablets are hitting a stagnancy which has been one of the key reasons for consumers opting for smartphones, the IDC said.
“With 6 per cent of the overall smartphone market, phablets are observed to be hitting a plateau. Smartphones are seen as the sweet spot for consumer preference. However, consumers need larger screen sizes to enjoy media content and with the 4G rollout expected in CY 2015, we expect the phablets segment to pick up again,” said IDC India research manager, client devices Kiran Kumar.
Interestingly, Micromax is fast crawling up to challenge Samsung, the market leader. Market share for Micromax stood at 20 per cent in Q3, up by two per cent from the previous quarter while Samsung’s market share is 24 per cent.
The Q3 results reveal the second consecutive quarter of over 80 per cent year-on-year shipment growth for smartphones, reflecting robust end-user demand for the category in the devices market in India.
The share of smartphones in the overall mobile phone market stood at 32 per cent in Q3 2014, which is a considerable increase over 19 per cent in the same period a year ago.
According to the Asia-Pacific (excluding Japan) Quarterly Mobile Phone Tracker, vendors shipped a total of 23.3 million smartphones in Q3 2014 compared to 12.8 million units in the same period of CY 2013.
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.
