iWorld
India’s Home Cable partners with Indonesia’s BesTV to launch global OTT/IPTV services
NEW DELHI: India’s Home Digital Media has joined BesTV Indonesia to launch its OTT (Over the Top)/ IPTV services globally to target the 25 million Indian diaspora living outside India by using the CDN “Content Delivery Network” of Akamai and Octoshape.
Home Digital Media which is a subsidiary of Home Cable Network, an independent Delhi based multi system operator (MSO) and a “Class B” ISP in India headed by Vikki Choudhry, has successfully tested the system.
BesTV and Home Digital Media have been working in close association on this partnership project for the past three years and have rolled out its global OTT services on the various application platforms of Intan, MyTVapp, Relay TV and Home Digital Anytime/Anywhere TV.
Choudhry told indiantelevision.com that this strategic association will provide Live TV channels, Movies and Music on Demand content through various applications specially developed for Android, iOS, 3GPP and Windows with a tailored solution of push and lev transcode made for low bandwidth with adaptive bitrates supporting multi format live streaming for the Aviation and the Maritime Industry.
Targeting about 90 million passengers travelling every month, it will enable passengers on ships and even airlines to watch excellent quality Live TV Indian and International content on their handheld tablets, ipads and laptops while on the move.
Home Digital has a worldwide footprint through its Sillicon valley headquartered technology partner company Gaian Solutions with R&D development centres in India and China. Gaian is a leading edge media technology platform company that caters to all aspects of the content distribution, content streaming, DRM, and also STB solution for delivery over Cable, Satellite, OTT and IPTV platforms.
BesTV Indonesia is an affiliate to BesTV International, a subsidiary of Shanghai Media Group (SMG), China. BesTV Indonesia and BesTV International are principally engaged in the provision of technical content and marketing services for TV, computer and mobile terminals through media source platforms. The Company’s main business includes Internet protocol television (IPTV), mobile, smart television and network video, broadcasting integration movie, television and multimedia production business.
BesTV China is also the pioneer and founder of Chinese IPTV business model in 2005 and has already grown into the world’s largest IPTV operator with more than 20 million effective IPTV users in China.
BesTV International operates its business in North Asia, Southeast Asia and Africa. BesTV has worked enthusiastically to develop comprehensive strategic partnerships with leading manufacturers through close cooperation, with the purpose of building the bridge between television and telecommunications industry, sharing industry opportunities and realizing common development.
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.
