iWorld
HC dismisses Bytedance’s plea, directs it to deposit $11 million in dues
NEW DELHI: In a major setback for TikTok developer ByteDance's India operations, the Bombay high court has dismissed its plea to unblock its bank accounts frozen by Indian authorities in an alleged case of tax evasion.
The bench of justices SP Deshmukh and Abhay Ahuja, however, granted Bytedance the leeway to operate its bank accounts in HSBC and Citibank after depositing the dues allegedly owed by the company to the Goods and Services Tax (GST) authorities.
The court has directed Bytedance to deposit around $11 million that tax authorities believe the tech company owes. The company would need to keep that amount blocked in a state-run bank and cannot use it for any other purpose.
ByteDance has submitted that it does not owe the tax demanded by the Indian government and does not agree with the tax authority's decision to freeze its accounts. It further appealed that it needed access to the bank account in order to disburse salaries to its employees in India.
Counsel for the Union government opposed the plea, stating that no interference was warranted from the court at this stage. Following the ban on its top moneymaker, TikTok, in India, tax authorities were apprehensive that due to failing business, Bytedance will "run away". Hence, the freezing of the firm's bank accounts was undertaken to safeguard the interests of the tax authorities.
In mid-March, GST authorities had ordered HSBC Bank and Citibank in Mumbai to freeze accounts of ByteDance India as it probed some of the firm's financial dealings. The Chinese software developer challenged the move in court, saying the freeze amounts to harassment and was done illegally.
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.
