iWorld
HOOQ, Hotstar enter unique strategic partnership
MUMBAI: Southeast Asian OTT platform HOOQ has struck a unique deal with India’s leading streaming service Hotstar. Under the partnership, HOOQ’s 6000-hour catalogue of Hollywood TV shows and movies will be available for Hotstar Premium users.
The deal is a win-win situation for both. HOOQ can leverage Hotstar’s massive 150 million monthly active users while the latter will be able to upsurge its premium English content easily. Star India’s digital arm already features content from studios like HBO, Showtime, Fox and Disney. Now, titles such as The Big Bang Theory, Arrow, The Flash, S.W.A.T., The Goldbergs and HOOQ Originals like The Oath will be available on Hotstar. Hollywood blockbusters and classics including Wonder Woman, Harry Potter, Spider-Man and Pulp Fiction will be also available on the platform.
“Hotstar Premium’s English catalogue is unlike anything you’ll find on any other platform in the world – an aggregation of content from across studios and content producers, at a single destination. This partnership with HOOQ, with its portfolio of curated blockbuster Hollywood content, seals the argument – for an English content fan, there is nowhere else to go,” Hotstar CEO Ajit Mohan commented.
“We are so pleased to announce this collaboration with Hotstar that combines their reach with our offering as the ‘Home for Hollywood’ in India. With the appetite for Hollywood content in India growing at a furious pace, we are poised to offer the Indian customer easily accessible and a very affordable way to watch the best of Hollywood. This partnership with Hotstar underscores our commitment to satisfying the Indian market’s appetite for on-demand content,” HOOQ CEO Peter Bethos commented.
According to FICCI-EY’s research on India’s entertainment industry, box office collections from Hollywood films, inclusive of all regional language dubbed versions, totalling Rs 8.01 billion in 2017, making up 13 per cent of the overall movie box office in the country. English titles have witnessed significant uptick over last couple of years. As per the FICCI-KPMG Media and Entertainment Industry Report 2017, gross box office collection of English films in India grew by 10 per cent in 2016 compared to 2015.
“When it comes to English content, Hotstar Premium is uniquely placed in that it boasts titles from global studios like HBO, Disney, Showtime and Fox and now with HOOQ, iconic shows like The Big Bang Theory, The Flash, S.W.A.T and even cult classics like Friends in the fold. Regardless of mood, genre preference or which side of the superhero debate you sit on, Hotstar Premium is the single destination where English content consumers find everything. The partnership with HOOQ firmly strengthens that position,” Hotstar Premium business head Prabh Singh commented.
“This is the start of a great relationship between HOOQ and Hotstar in India, we are excited to bring to life a wealth of content for a new audience. The OTT market is an exciting space and our belief is that it is imperative for consumers to have easy access to content. With this Hotstar partnership, HOOQ takes another step forward in becoming the service known as the “Home of Hollywood” on major platforms,” HOOQ managing director India Zulfiqar Khan said.
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.
