iWorld
Indian standards for 5G rollout to be ready by ’18, says govt agency exec
MUMBAI: India is getting future ready and has started serious work on identifying and formalizing the standards for the rollout of 5G. The standards are likely to be ready by 2018. This was stated by the D P De, Sr DDG, Telecommunication Engineering Centre (TEC) at the 5G India 2017 Conference here. TEC is the nodal agency of the Department of Telecommunications, Ministry of Communications, Government of India responsible for drawing up of standards, generic requirements, interface requirements, service requirements and specifications for telecom products, services and networks.
The first 5G India 2017 Conference was organized in national capital by Bharat Exhibitions with support from COAI, 3GPP, TSDSI and saw massive participation from various telecommunication industry verticals including networks, service providers, manufacturers etc. The introductory address and inaugural discussion regarding the future of 5G was initiated by Mr. Adrian Scrase, Chief Technical Officer, ETSI (European Telecommunications Standards Institute and Head of 3GPP MCC (Mobile Competence Core).
“5G will be an overarching umbrella of networks rather than a replacement technology and will usher in significant economic, political and environmental benefits,” pointed out Adrian Scrase during his introductory address.
According to industry representatives and sectoral experts gathered at the venue, the key drivers for 5G rollout and adoption is going to be massive anticipated increase in data consumption, fast increasing digitalized life and services, growth of smart cities and the need to have an all encompassing network architecture which can utilized all available spectrum band rather than replace the existing networks.
“Connected devices, digitized lifestyle where almost every aspect of human life will be consumed digitally calls for a new paradigm shift in telecommunication eco-system,” said Shyam P Mardikar, CTO (Mobile Networks), Bharti Airtel Limited.
“We have moved from the Voice phase to Video consumption and next phase will be Virtuality which will demand humungous data availability and networks have to evolve to keep pace. This will be a real challenge,” added Mardikar. He also pointed out that networks will have to become flat, ubiquitous and nearer to consumers in the coming days to cater to fast changing digitized life style.
“5G will address the requirements of coming decade,” said Radhey Shyam Sarda, Director, Wireless Solution Sales, Huawei. He also pointed out that 5G architecture is targeting different spectrum bands where each will play different roles and within the emerging scheme of things, C-band and Group 30/40 is emerging as the globally harmonized bands. “Enhanced user experience, dynamic spectrum sharing, pairing of bands will be the mainstay of 5G architecture” added Sarda.
Rajan S Mathews, Director General, Cellular Operators Association of India (COAI), said, “That consumers side demand, resource deployment and commercial viability will be the main drivers for the operators for 5G rollout.” “It may be easy to rollout 5G in a country like Japan or South Korea but India is a fundamentally different market with diverse needs. There would be huge financial and structural challenges. We have to make India specific case for 5G.” advised Mathews.
VMware network function virtualisation common platform architecture has proven to be the deployment model for mobile core solutions says VMWare. It will become the foundation for 5G Networks.
Besides the above mentioned industry leaders, the inaugural session was presented by Jalaj Choudhri, EVP (Networks), Reliance Communications Ltd; Chandan Kumar, Director – Marketing & Public Affairs, Huawei; Dharma Rajan, Lead NFV Solutions Architect, VMWare, USA.
Experts across board did agree that sooner or later the telecommunication services will migrate to 5G architecture and time has come to start serious preparation for standardization and network up-gradation.
Inaugural session was followed by two technical sessions which deliberated on a host of issues related to 5G ecosystem including network up-gradation, product support and development, policy & regulation, IoT, security challenges and other issues.
Making 5G India 2017 a truly global platform to conduct business, global players such as Huawei, VMWare, Keysight Technologies, Juniper, RedHat, Rohde & Schwarz, RV Solutions and TrustinSoft showcased and presented their innovative and cutting edge technologies to 500 plus industry audience at the event.
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.
