iWorld
ITC Sunrise Pure returns with Aajker Annapurna Season 3 in West Bengal
Mumbai: ITC Ltd’s Sunrise Pure, the market leader in the branded spices category in West Bengal, is thrilled to announce the launch of Aajker Annapurna – Season 3, a culinary extravaganza that will be broadcasted on popular OTT platform – ZEE5. After two years of remarkable and consecutive success, Aajker Annapurna returns to rekindle the culinary passion and entrepreneurial aspirations of women in West Bengal.
The campaign, centered around Sunrise Pure’s dedication to fostering entrepreneurial ambitions of women looking to establish culinary ventures, introduces a fresh element to the initiative. This year the brand anticipates over 20,000 entries from all over West Bengal. Further to encourage participation, this year the registration process has been simplified with the help of a WhatsApp chatbot. The chatbot provides culinary enthusiasts with 900+ customized recipes. Participants are to use these recipes, prepare the dish and share pictures of their creations. In addition to this, with each prepared dish submission, participants will have the opportunity to earn Sunrise coins, a higher number of coins will increase their chance to qualify for the second round.
Speaking about this initiative, ITC Ltd Sunrise business head Piyush Mishra said, “We are delighted to bring back Aajker Annapurna Season 3. The previous seasons’ achievements underscore Sunrise Pure’s dedicated support for empowering women in West Bengal, helping them turn their culinary talents into flourishing enterprises. This upcoming season is poised to deliver an even more magnificent culinary experience. The incredible feedback we’ve received thus far has been truly heartwarming, and we eagerly anticipate another year of success.”
Participants can register by sending a text ‘Hi’ on ‘9433566414’, follow directions by the bot and submit their dishes for participating in Aajker Annapurna Season 3. Participants will earn ‘one’ sunrise coin per valid dish. Participants are required to earn as many coins as possible by the deadline to increase their chances of making it to the next round. The last date for submitting your entries is 22 November 2023.
Those who qualify for the next rounds will be given culinary, audio video making and entrepreneurial training by experts at ITC hotel and their recipe videos will be featured on Sunrise’s YT channel. Participants will be judged on merit and creativity they showcase by a panel of experts. The winner of the contest will receive a cash prize of 1.5 lacs.
In the previous season, the Annapurna team received over 10,000 entries. Shahala Ahmed, who won the title of ‘Aajker Annapurna’ is today a successful entrepreneur and runs her own business.
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.
