iWorld
India tops in making largest number of requests for blocking pages on Facebook in 2014
NEW DELHI: Even as Indians are among the foremost consumers of social media in the world, Indian law enforcement agencies requested Facebook to block content in 4,765 instances citing local laws as the reason. The request for blocking content was made between July and December last year, the largest by any country.
The social networking giant said it blocked content after government officials and the Indian Computer Emergency Response Team (CERT-In) reported that such posts were violating laws like criticising a religion or the state.
As per data from the second Government Requests Report by the California-headquartered firm, India made the highest requests for restricting content, followed by Turkey (2014), Pakistan (162), Israel (113), Germany (84) and France (80).
In India, which accounts for over 100 million Facebook users, second only to the US, law enforcement entities made 3,598 requests for information on 4,711 users in the last six months of 2013, Facebook said.
On blocking content, Facebook said: “We restricted access in India to a number of pieces of content reported primarily by law enforcement officials and the ICERT under local laws prohibiting criticism of a religion or the state.”
Facebook’s report also revealed that India made the second largest number of user requests at 3,598 after the US, which sought information on about 12,598 Facebook users in the second half of 2013.
In total, Facebook received more than 28,000 government data requests during July-December 2013.
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.
