iWorld
HFCL Infotel to launch consumer VoIP offering
MUMBAI: HFCL Infotel Ltd. (HITL), the private telephony operator in Punjab, is launching niche consumer Voice over IP (VoIP) service in the country. The company has associated with the US-based Vistula Communications Services for the initiative.
According to an official statement, HITL is expecting to launch the Vistula-enabled VoIP service in Q1 2006. The system will be fully hosted and managed by Vistulaa, a global supplier of flexible and reliable services to major telecommunications carriers, cable operators and Internet Service Providers.
Under the terms of the agreement, Vistula will integrate its V-Cube(TM) VoIP platform with HITL’s network, giving HITL a turn-key consumer VoIP service to market to retail and business clients. Additionally Vistula will be providing HITL with a pre-paid calling card solution which will give customers the ability to easily pay for international calls from virtually any computer terminal. The cards will be available at various retail outlets across Punjab initially and subsequently to other markets across India, the release adds.
“The combination of Vistula’s proven success in the VoIP industry, the fact that we can expect to launch the service within weeks of signing the contract and the calling card solution, which we believe has a great potential in India, were the most exciting propositions for us in choosing Vistula,” said HITL chairman Mahendra Nahata . “With Vistula’s help we’ll be able to bring the first niche VoIP service of its kind to India that will certainly attract customers both domestically and internationally. We are confident of an excellent customer response to this service which will be initially marketed to more than 300,000 of HITL’s already large subscriber base in Punjab.”
Vistula’s V-Cube(TM) based system will provide HITL with a customer web portal, soft-phone downloads and full VoIP on-net and off-net capabilities. In addition, V-Cube’s new billing capabilities will also integrate seamlessly with HITL’s existing billing platforms. Vistula will be building and managing the system for HITL as well as providing them with round the clock support.
“India’s VoIP market is valued at nearly $2.8 billion, and by fully leveraging our V-Cube(TM) platform, HITL will be well positioned to capture a sizeable chunk of this underserved market,” Vistula Communications chairman and CEO Rupert Galliers-Pratt said. “This project with HITL is the latest in a string of major global deals and effectively supports our position as one of the leading suppliers of VoIP services and solutions to major carriers and Internet Service Providers around the world.”
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.
