iWorld
India tops list in requesting TikTok for content restrictions, user info access
MUMBAI: India has topped the list in making the highest number of legal and emergency requests to takedown specific content and to access user information, TikTok said in its first-ever Transparency Report for the first half of 2019 (1 January 2019 to 30 June 2019).
A short-video sharing application in its report claimed that India made over 99 legal requests and eight emergency requests to TikTok, taking the total requests to 107. Followed by the United States of 79 requests, of which 68 are legal and eleven for emergency requests.
ByteDance owned TikTok in its report said that at least 47 per cent of India’s requests have been complied with by the platform, whereas it has obliged to 86 per cent of requests made by the United States.
The chart of content restricts missed China’s name. “We did not receive any requests from countries other than those listed in the chart below,” the transparency report said.
TikTok, the China-based application touts over 1.3 billion installs worldwide, has recently been banned by the United States army amid security concerns. Similarly, the platform, which has gained popularity in India, has also come under scrutiny over objectionable content.
Meanwhile, TikTok it received over 3345 copyrighted content takedown notices from across the world, of which 85 per cent content was removed, the report said. “We honour valid take-down requests based on violations of copyright law, such as the Digital Millennium Copyright Act (DMCA).”
Like TikTok, the social media giant Facebook, along with search-engine giant Google have also been coming out with transparency report in a timely manner that specifies takedown requests.
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.
