iWorld
Jio continues to lead broadband internet growth in Oct-18
BENGALURU: Mukesh Dhirubhai Ambani’s largest start-up in the world in the form of Reliance Jio Infocomm Ltd (Jio) continued to lead broadband internet subscriber growth for the month of October 2018 (month ended 31 October 2018, Oct-18, period or month under review). Jio registered a net growth of 1.302 crore (13.02 million, 130.20 lakh) subscribers or 5.4 per cent during the month of October 2018. Since 31 December 2017 (Dec-17) or 1 January 2018, Jio’s subscriber base grew 9.216 crore (92.16 million 921.6 lakh) until 31 October 2018. At present, Jio’s subscriber base comprises only mobile device users – phones and dongles.
The Vodafone and Idea merger has made the new entity Vodafone-Idea the second largest wireless or mobile broad services provider in the country after Jio. Bharti Airtel is the second largest broadband internet services provider in India if one were to consider its wireless and wired internet subscriber base.
Overall, 1.442 crore (14.42 million, 144.2 lakh) net broadband subscribers were added in October 2018 – India’s broadband subscriber base grew by 2.99 percent in Oct-18.
The largest growth was by mobile device users (phones and dongles) or mobile wireless users, followed by wired broadband subscribers which registered a small growth of 0.011 crore (0.11 million, 1.1 lakh) or 0.60 per cent in Oct-18. Fixed wireless subscribers base declined by 0.0003 crore (0.003 million, 0.03 lakh) or declined by 0.43 per cent in October 2018
Mobile device users subscriber base grew the 1.431 crore (14.31 million, 143.1 lakh) or 3.09 per cent during the month under review. India had a mobile device users subscriber base of 47.72 crore (477.20 million or 4,772.0 lakh) at the end of Oct-18 as compared to 46.289 crore (462.89 million, 4,628.9 lakh) at the end of Sep-18.
As per Telecom Regulatory Authority of India (TRAI) data for Oct-18, the top five service providers constituted 98.42 per cent market share of the total broadband subscribers at the end of Oct-18. These service providers were Jio 26.275 crore (262.75 million, 2,627.5 lakh), Bharti Airtel 10.139 crore (101.39 million, 1,013.9 lakh), Vodafone Idea 10.133 crore (101.33 million, 1,013.3 lakh), BSNL 2.03 crore (20.30 million, 203 lakh) and Tata Tele. Group 0.251 crore (2.51 million, 25.1 lakh).
As on 31 October, 2018, the top five Wireless Broadband Service providers were Jio 26.275 crore (262.75 million, 2,627.5 lakh), Vodafone Idea 10.132 crore (101.32 million, 1,013.3 lakh), Bharti Airtel 9.914 crore (99.14 million, 991.4 lakh), BSNL 1.115 crore (11.15 million, 111.5 lakh) and Tata Teleservices 0.199 crore (1.99 million, 19.9 lakh).
As on 31 October, 2018, the top five wired broadband service providers were BSNL 0.915 crore (9.15 million, 91.5 lakh), Bharti Airtel 0.225 crore (2.25 million, 22.5 lakh), Atria Convergence Technologies (ACT) 0.137 crore (1.37 million), 13.7 lakh, MTNL 0.079 crore (0.79 million, 7.9 lakh) and Hathway Cable & Datacom (Hathway) 0.075 crore (0.75 million, 7.5 lakh).
The public sector MTNL continued to lose subscribers in Oct-18. As per TRAI data, MTNL’s subscriber base declined by 10,000 during the period nunder review. Among the top 5 wired broadband internet services providers, while Airtel and ACT added 10,000 subscribers each, besides MTNL, the other two players – BSNL and Hathway had no change in the number of subscribers in Oct-18 as compared to Sep-18. However, it is heartening to note that other smaller players, which could include MSOs and LCOs added 0.01 crore (0.1 million, 1 lakh) subscribers in the month.
Notes: According to Trai, Broadband internet means services with speeds equal to or higher than 512 kpbs.
Trai provides data in millions and to the second decimal place, hence the granularity of the data in this report is 10,000.
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.
