iWorld
Jio, Reliance Retail offer freebies with iPhone7, 7+
MUMBAI: Even before the iPhone7 became available in retail stores, Apple had announced that the flood of pre-orders had resulted it being sold out in the US. The Cupertino – hqed company is pulling out all the stops to ensure that its debut in India generates as much of good news. And it’s tie ups with the Mukesh Ambai owned Reliance Retail and Jio are steps in that direction.
Buyers of a new iPhone7 and iPhone7 Plus, are being offered Rs 1,499 worth Jio Digital Life services complimentary for 12 months from 1 January 2017. This includes unlimited local, STD and national roaming voice, unlimited text, 20 GB of 4G Data, 40 GB of WiFi Data and Unlimited Night 4G Data, unlimited subscription to premium Jio Applications. The offer is valid in Delhi NCR, Mumbai, Ahmedabad and Bengaluru only.
And it has also been extended to new purchases of older iPhone models such as the 6s, 6s+, 6, 6+, 5SE across all Reliance Digital stores and select Apple Premium Resellers (APR) and Apple Authorized Resellers (AAR).
Plus of course, they are entitled to the three months of free data, voice and app services until 31 December 2016. Making it a total of 15 months of freebies if they buy one of the above iPhone models now.
“Today’s announcement brings together India’s best premium 4G network with the incredible iPhone experience,” said Jio president Mathew Oommen. “Jio is India’s 4G-only network, providing high-speed internet across India. The true power of iPhones can now be experienced by all Indian iPhone users on the Jio network.”
Reliance Retail is offering users the convenience of pre-ordering the iPhone models online and having them delivered, installed and activated with Jio services in their homes.
“It’s a great initiative by Apple, Jio and Reliance Retail,” says a marketing consultant. “It should lead to volume uptakes. However, With Jio’s calls now getting connected with other mobile telcos easier than before, one will have to wait and watch whether it can provide consistent service in both data speeds and in voice.”
Jio is currently under challenge from other mobile providers like Airtel, Vodafone and Idea who have also shaved their 4G wireless broadband prices, in line with it playing the volume and price warrior game.
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.
