iWorld
IAMAI welcomes DoT recommendations on Net Neutrality
MUMBAI: The Internet and Mobile Association of India (IAMAI) has welcomed the DoT Committee recommendations on Net Neutrality and agrees with the report that the primary goal of public policy should be directed towards facilitating affordable and universal connectivity.
This actually is in line with IAMAI’s submission on Net Neutrality to the DoT.
IAMAI has always advocated a principle that guarantees consumers equal and non-discriminatory access to all data, apps and services on internet, with no discrimination on the basis of tariffs or speed, and is happy that the DoT paper also conforms to the view of IAMAI.
The industry body has also welcomed the DoT recommendation that OTT services should be actively encouraged and any impediments in expansion and growth of OTT application services should be removed. This is also in line with the suggestions put forward by IAMAI that bringing in more regulation would be counterproductive to innovation and investments in this sector.
According to IAMAI, Zero rating and other pro-access programs have the potential to dramatically expand internet access in India and bring more people online, but the report fails to fully recognize the value and potential of such programs. Not all Zero Ratings are violating the Net Neutrality principles and especially in countries like India where the Internet penetration is very low, such services can actually help in faster proliferation of broadband. So, the Net Neutrality laws should keep the plan of zero-rated services open and implement along the lines that is not anti-competitive and in lines with the principles of Net Neutrality.
In light of the observations made in the DoT Committee Report on Net Neutrality, IAMAI states that there are already enough regulations on the Internet Telephony in India [Calls from Skype to mobile numbers and land line consume reasonably less, but this is not yet permitted in India] and there is no need to further bring a licensing or revenue share arrangement between the OTTs and TSPs. This will disrupt VOIP and will also skew any further innovation in the same field, which is need of the hour.
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.
