iWorld
JioHotstar hits 200 million paying subscribers as Uday Shankar eyes domestic growth
MUMBAI: JioStar India’s JioHotstar has reached a milestone of 200 million paying subscribers, making it “one of the biggest streaming services anywhere in the world,” according to vice-chairman Uday Shankar. The rapid subscriber growth since JioStar’s merger validates the company’s belief that “Indians are willing to pay” for content, albeit at “very aggressive” pricing.
“Our challenge is not to compete with someone. Our challenge is to create a much bigger market,” Shankar said on an interview with BloombergTV’s Haslinda Amin. “We want to get into every household. We want to be if there is a connected device, we want our content to surface there. We want to be the destination for every Indian who has access to connectivity and data to come in every day for all their requirements of premium content. “
The streaming service, backed by billionaire Mukesh Ambani, appears well-positioned to weather global trade tensions. As tariffs roil international markets, JioStar’s “heavily domestic focused” business provides shelter from the storm. “Our consumers are largely Indian. Our content and the driver content, most of it is Indian,” Shankar explained.
The Indian Premier League (IPL) remains JioStar’s crown jewel, with viewership expected to cross 400-450 million by tournament’s end on JioHotstar and Star Sports TV channels. However, Shankar views IPL as a “tactical asset” due to its seasonal nature, emphasising the need for year-round content in Indian languages supplemented by Hollywood partnerships.
While acknowledging potential interest from international investors (read Chelsea club owner Todd Boehly) in IPL teams, Shankar remained coy about JioStar’s future bidding strategy: “We would be very committed to IPL… But then there is a lot of cricket going around, and it finally comes down to the price.”
Looking ahead, JioStar aims to “consolidate” over the next 12 months by deepening user engagement for its JioHotstar service. “Now that we have got to a sizable number of subscribers, we definitely want to make sure that we get their attention more and more,” said Shankar, though he declined to provide specific subscriber targets beyond the current 200 million. ”Our focus is can we create JioHotstar as an alternative to television as a bouquet, and make sure that we have the attention of everyone every day?”
With India facing lighter tariff impacts than other nations—26 per cent on some goods, temporarily suspended for 90 days—Shankar expressed optimism about bilateral arrangements between India and the US. Nevertheless, he cautioned that if “global turmoil” continues, “there’ll be impact on consumption, and all of us will be impacted.”
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.
