iWorld
Indians consume 76% mobile content on Android device: Outbrain
MUMBAI: As new technology and platforms come in, digital content consumption witnesses a wave of change. In a scenario like this, highlighting the key digital content consumption trend in India, an Outbrain research titled ‘Content Consumption Trends’ shows that the Indian mobile market is clearly dominated by the Android user, where a staggering 76 per cent of the overall content consumed on smart phones is consumed on an Android device – second only to Malaysia.
According to the report, in Southeast Asia, Android is now in a truly dominant and almost unchallengeable position, probably due to its more affordable price-point and its availability on a much wider range of models. On the other hand, in a number of key markets such as Australia, Japan, the UK and the US, Apple’s iPhone still enjoys its best engagement rates, according to the report.
Additionally, the report also shows that India is the most engaged market when it comes to consumption through mobile devices like tablets and smart phones and is overtaking the US market.
The report is the first in its kind in the region and compares India to other mature markets: Singapore, Philippines, Malaysia, Australia, UK and the US.
Data reveals a powerful connection between the growth in mobile technology and the increase in content consumption on smart phones and tablets. For example, in Singapore, Japan and the UK, people consume more than half of their content on a smart phone or tablet.
On the other hand, when it comes to content preferences, factors like cultural differences and seasonality play an important role. For example, for the period analysed (October to 31 December, 2014), of the overall health-related content consumed in Australia, a stunning 39 per cent was about nutrition. That could be due to the upcoming summer season in the Southern Hemisphere, when people try to get in shape and lose some extra pounds.
As per Outbrain’s study, effectively measured content marketing is not easy, but those who measure and optimise the right metrics will be the ones who ultimately see the greatest return on investment.
In the next chart, the company has measured engagement on PC, smart phone and tablet by looking at a combination of Page views per Session and Minutes per Session.
Outbrain GM India and SEA Gulshan Verma said, “The Content Consumption Trends report aims to highlight some of the key facts, figures and trends on how people are reading and watching online content. It’s fascinating to see both the similarities and differences in terms of how and when content is consumed in India compared to other major markets globally. The report not only delivers analyses of consumption trends, but also helps to provide marketers with insights to help them better understand how to develop and place their content.”
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.
