iWorld
Jio juggernaut continued to add as Vodafone shed subs in Aug-18
BENGALURU: MukeshDhirubhai Ambani’s largest startup in the world in the form of Reliance JioInfocomm Limited, or simply Jio, continued adding subscribers in the month of August 2018 (Aug-18, month under review) according to Telecom Regulatory Authority of India (Trai) Telecom subscription data. According to the available Trai data for Aug-18, Jio’s subscriber base had been growing at about 5 percent compounded rate month on month (m-o-m) in calendar year 2018. Aug-18 was no different. Jio’s subscriber base grew by 5.7 percent (5.2 percent in Jul-81) to 2,393.53lakh in Aug-18 from 2,270.50 lakh in Jul-18. Since December 31, 2017, Jiohad added 791.40 lakh subscribers until Aug-18– it grew 49.4 percent in the period.
In the meantime, Vodafone lost 125.4 lakh (12.5 million, 1.25 crore) subscribers (20 percent) in Aug-18 as compared to Jul-18. Vodafone had a subscriber base of 637.90 lakh in Jul-18, while in Aug-18 the company had 512.5 lakh subscribers according to Trai data. The Vodafone India and Idea Cellular combine had to forego about 140 lakh (14 million, 1.4 crore) subscribers in six circles and revenues of more than Rs2,000 crore in three circles as the merged Vodafone and Idea Cellular entity would breach the Department of Telecommunications (DoT)-prescribed 50 percent cap on subscribers and revenue in the respective States.
Trai data for Aug-18 says thatas per the reports received from 296 operators, the number of broadband subscribers increased from 4,602.4 lakh (460.24 million, 46.042 crore) at the end of Jul-18 to 4,636.6 lakh (463.66 million, 46.366 crore) at the end of Aug-18 with a monthly growth rate of 0.74 percent. Subscriber numbers for all the three broadband services segments – wireline or wired; mobile devices comprising of phones and dongles; and fixed wireless (Wi-Fi, Wi-Max, Point-to- Point Radio & VSAT) grew in Aug-18. Please refer to the figure below:
The top five service providers constituted 97.80 percent market share of the total broadband subscribers at the end of Aug-18. These service providers were Jio( 2,392.3lakh, 239.23 million23.923 crore), Bharti Airtel or Airtel (983.6 lakh, 98.36 million, 9.836 crore), Vodafone (512.5 lakh, 51.25 million, 5.125 crore), Idea Cellular (442.4 lakh, 44.24million, 4.424 crore) and BSNL (203.5lakh, 20.35 million, 2.035 crore).
Wireless broadband internet
Wireless broadband subscribers growth in absolute numbers was led by Jio, followed byAirtel, Idea Cellular and the public sector BSNL. Vodafone was the only player among the top 5 wireless broadband internet services providers that lost subscribers in Aug-18.
As on 31Aug, 2018, the top five wireless broadband service providers were Jio (2,392.30 lakh, 239.23 million, 23.923 crore), Bharti Airtel (961.2 lakh, 96.12 million, 9.612 crore), Vodafone (512.5 lakh, 51.25 million, 5.125 crore), Idea Cellular (442.4 lakh, 44.24million, 4.424 crore) and BSNL (111.90 lakh, 11.19 million, 1.119 crore). Please refer to the figure below:
Wired broadband internet
Wired broadband internet subscribers grew by 70,000 in Aug-18 as compared to Jul-18 with four of the top 5 Wireline broadband services providers showing growth while one, Mahanagar Telcom Nigam Limited (MTNL) showing a decline in subscribers by 20,000. The top 5 wired broadband service providers added 50,000 subscribers during the month under review, 20,000 subscribers were added by other service providers.
As on 31 August, 2018, the top five wired broadband serviceproviders were BSNL (91.6 lakh, 9.16million, 0.916 crore), Bharti Airtel (22.4 lakh, 2.24 million, 0.224 crore), Atria Convergence Technologies (13.6 lakh, 1.36 million, 0.13 crore), MTNL (8.10 lakh, 0.81 million, 0.081 crore) and Hathway Cable & Datacom (7.6 lakh, 0.76 million, 0.076 crore).
Airtel added the highest number of wireline broadband subscribers in calendar year 2018 until Aug-18 with 90,000, followed by Atria Convergence Technologies (ACT) which added 80,000 subs during the period.
Please refer to the figure below:
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.
