iWorld
Get ready for the comeback of #BappaOnMoj, a virtual Ganeshotsav celebration
Mumbai: It’s that time of the year we all eagerly await! It’s when diets take a back seat, and we savor delectable modak, puran poli, and satori. It’s when the powerful rhythm of dhol-tasha echoes through the streets daily. It’s when the evening aarti becomes a surreal experience. It’s a time when devotion, passion, culture, and artistry merge to create a magnificent display, celebrating our beloved Ganpati Bappa.
To bring the grandeur and splendor of Ganeshotsav to every corner of the country, Moj, India’s largest short video platform, presents #BappaOnMoj. Starting from 16 September at 8 AM and continuing until 28 September at 12 AM, this celebration allows you to witness Lord Ganesha in all His glory, live from popular pandals across Maharashtra. Over 100 renowned Moj creators will livestream the Darshan of Ganpati Bappa from these celebrated pandals, ensuring that devotees everywhere can pay their respects and immerse themselves in the vibrant festivities.
Across the ten days, Moj creators, including popular creators such as Rohit Bhoir, Raj Prasad, Nishant Khalade, Kavita More, Akash Kamble, Shubham Mapralkar, Siddhesh Sante and Sanket Shinde, are set to visit famous pandals and cover the celebrations. The pandals include Lalbaug cha Raja, ChinchPoklicha Chintamani, Ganesh Galli (Mumbaicha Raja), Khetwadicha Raja, GSB seva king Circle, Andhericha Raja, Girgaoncha Raja, Sahyadri Krida Mandal, Bhandarkarcha Raja Mandal, Dagdusheth halwai Mandir, Kasba Peth Ganpati, Tulshibag Ganpati, Dashbhuja Ganpati Temple, Chintamani Temple, Mayureshwar Mandir, Khinditla Ganpati, Omkareshwar Mandir and Parvati Hill temple, in Mumbai and Pune.
Talking about the #BappaOnMoj campaign, ShareChat and Moj Sr. director of content strategy and operations Shashank Shekhar said, “The real essence of Ganeshotsav in India, and especially in Maharashtra, is the diversity of celebrations, underlined with shared devotion and passion. For the second time in a row, we wanted our users to truly and closely feel the spirit of Ganpati festivities which are an amalgamation of devotion, culture, art, food, music, and historical relevance. With #BappaOnMoj on Moj LIVE, we want to ensure that our users feel like they are a part of the glorious celebrations across the state through the eyes of their favorite creators. Through this campaign, our user community will be able to fully immerse themselves in the exciting celebrations and seek the divine blessings of Bappa, wherever in the country they might be.”
The ten-day campaign will be a cultural extravaganza as creators from varied genres like dance, music, acting, and food, will take you through an unparalleled immersive experience which will cover all the aspects of the festivities – from the preparations and the amazing decor to the delicious food being offered, the historical significance of the pandals, and of course the Live Darshan of Bappa. Other Moj creators will also give the users a sneak peek into the celebrations at pandals in their neighborhoods, and even the family celebrations at their homes. Get ready to join Moj LIVE from 16 to 28 September to celebrate Ganeshotsav like never before and seek the blessings of Bappa from anywhere in the country!
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.
