iWorld
From blockbusters to binge-watching: Five screenwriting techniques for the streaming era
Mumbai: The rise of streaming platforms like Netflix and Amazon Prime has transformed content consumption, making a vast array of stories accessible anytime, anywhere. This shift has reshaped viewing habits and storytelling approaches, necessitating screenwriters to evolve with the streaming landscape. Today, a successful script merges creativity with adaptability.
Keep abreast of trends-
Screenwriters must understand what’s trending, as streaming services demand diverse content for global audiences. Genres such as rom-coms, biopics, and low-budget thrillers are seeing a resurgence. By recognizing what resonates with viewers, writers can craft scripts that align with market demands. Incorporating surprises, intricate twists, and compelling characters, and ending episodes with cliff hangers are strategies to captivate and retain the audience’s attention.
Embrace constraints-
The abundance of streaming content calls for economically viable productions. Writing stories that are logistically and financially practical, like contained thrillers with limited settings and casts, can be especially appealing. Focusing on character-driven stories within budgetary limits allows for creating impactful narratives that engage viewers.
Adapt to different formats-
Streaming has blurred the lines between cinema and television, creating opportunities for diverse storytelling formats. Screenwriters should explore episodic series and limited-run shows to meet the demand for serialized content. This flexibility allows for deeper character development and more intricate story arcs.
Be dlexible-
Adapting writing styles to current trends is crucial. Screenwriters should be willing to experiment with different genres and tones, much like filmmakers who have successfully shifted from comedies to dramatic projects. Versatility enhances a writer’s appeal to producers and executives, broadening their career opportunities.
Work across genres-
Having a distinct voice is valuable, but so is versatility. If one genre isn’t successful, exploring others that align with current trends can open new opportunities. As audience preferences evolve, screenwriters can find success by adapting to these changes, thereby securing their place in the competitive streaming content landscape.
The streaming era represents a new chapter in storytelling, filled with both challenges and opportunities. For screenwriters, the key to thriving in this dynamic environment lies in adaptability, which not only boosts prospects but also encourages personal growth and creative exploration.
The article has been authoured by SWA co-chair, media sub committee Pawan Sony.
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.
