iWorld
Home video major consortium Asia Vision being disbanded
MUMBAI: Asia Vision, a consortium of home video majors Bombino, Indus and Time, will soon become a defunct company.
The business activities of Asia Vision will be pursued independently by the three companies. “We will be phasing out Asia Vision. We will be pursuing these interests in our individual companies,” says Time Group promoter Dhiraj Shah.
Asia Vision’s exclusive licensee deal with Columbia Tristar to distribute the Hollywood major’s home video products in India ended on 31 July. “We have been licensee holders of Columbia Tristar for the past four years. The contract is not being renewed,” says Shah.
Asia Vision has also stopped purchasing and selling cable TV rights of movies. “The cable TV business is piracy driven. We decided to get out of it. Asia Vision doesn’t indulge in trading of movie rights to the cable TV industry anymore,” says Shah.
A few years back, the company had sold its 49 per cent stake in Cable Video India Ltd (CVIL) to Hinduja TMT. CVIL, in which HTMT already held 51 per cent stake, owned and operated CVO, a cable Hindi movie channel.
Asia Vision has also stopped acquiring satellite and terrestrial rights to movies. A major chunk of the library has been sold to Zee Telefilms, Star India, Sahara, and Doordarshan. “We have 200-300 movies still remaining in the company. We plan to sell them and exit,” says Shah. Asia Vision had major activities in trading on satellite and terrestrial rights of movies.
All these activities will be pursued individually by Time, Indus and Bombino. Time Group continues to be involved in movie production and acquisition of multiple TV rights of movies.
Asia Vision also runs commercial video copyrights under which it issues movie licenses to video parlours across 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.
