iWorld
How Amazon, Flipkart performed in 2020
KOLKATA: The stringent lockdown during the early phase of the Covid2019 pandemic brought about sea changes in consumer behaviour in India. E-commerce was one of the sectors which emerged as beneficiaries thanks to first time online shoppers and increasing online payment. Among the leading players, both Amazon and Flipkart grew substantially.
While Amazon started the year 2020 with a substantial lead on penetration, Flipkart has closed in by December. Both etailers grew reach, as more consumers shifted online during the age of social distancing. However, Flipkart’s 20 per cent growth left Amazon’s five per cent growth, although on a much larger base, looking low, a report from Kalagato said.
Moreover, e-commerce penetration has deepened across the board. Interestingly, the highest growth was seen among older customers of 45+ age group and the 35–45 age group to a lesser extent. The former category has the potential to unlock further growth for the sector, as it still remains the most under penetrated segment. Data from the research firm also showed that this is the cohort where the gap between Amazon and Flipkart is the biggest.
From the transacting/paying customers, Flipkart performed better in the year. While the Walmart-owned online retailer started 2020 on a stronger footing than Amazon, the platform has come out on top through the pandemic as well, the report added. Amazon grew transacting reach by 1.5X, while Flipkart doubled it during the year. The growth was sharper among females, tier-3 towns and older customers.
Flipkart with higher open rates and time spent also led in average transaction value per customer at 12 per cent higher order values on average than Amazon, and a whopping 30 per cent lead during the festive period – October 2020. But an Amazon customer orders 30 per cent more frequently than a Flipkart customer, highlighted the report. The better loyalty of Amazon customers have been attributed to holistic bundled service including Prime Video content.
The report added that Flipkart would need to work on greater reach and desirability, whereas Amazon needs to move its inactive base into transacting customers. Moreover, the entry of Reliance Industries with Ajio and JioMart and the Tata Group with TataCliq and its investment into 1MG and BigBasket has made the competitive e-commerce space more complicated.
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.
