iWorld
LinkedIn urges professionals to hit ‘pause’ with new #FindTheBalance campaign
Mumbai: Online professional network LinkedIn has tied hands with digital creative agency The Glitch to launch the second phase of the #FindTheBalance campaign that provokes honest conversations about the realities of working from home and the struggle of finding work-life balance amid the pandemic. The new creative films spotlight the importance of well-being in today’s remote hustle culture by encouraging professionals to hit pause and strike the right balance between work and life in the new world of work.
In the second phase of the campaign, the three films take a deeper look at the lives of the characters introduced in the first #FindTheBalance film and present three 35-second films that depict the lives of professionals Vedika, Andrew and Gaurav, who struggle to keep up with work-from-home challenges.
Conceptualised and executed by The Glitch, the second phase of the campaign comes as an extension of its first phase, which sparked honest conversations about the realities of working from home amid the pandemic across India.
“Professionals in India are grappling with burnout at this time, and our Future of Work perception study also finds that today professionals value work-life balance (52 per cent) even more than job security (50 per cent),” said LinkedIn APAC head of brand marketing Sivaram Parameswaran. “The #FindTheBalance brand campaign is a reminder for our members to hit pause, reconnect with their family, friends, and colleagues, and find a new idea of balance.”
These films are also being supported by a social media campaign across LinkedIn, Facebook and Twitter that encourages professionals to rewrite motivational quotes to make them more relatable for the post-pandemic world of work that professionals find themselves in today.
“What I love about this campaign is the mirror it holds up to our lives. In the last 1.5 years, working from home gave us so many new perspectives,” The Glitch creative director Lucille Pereira said. “It showed us how to make time for family, or carve out time for self, whether it’s doing things we love or just a quiet coffee & sunset session. Whatever it means to you, however you do it, this campaign is a beautiful reminder to #FindTheBalance.”
With six million engagements on Facebook alone, the first phase of the campaign resonated with the Indian workforce aching to discuss issues of burnout and an increasingly toxic hustle culture.
“The world around us has changed and many of us have experienced the blurring of our professional and personal lives. This film aims to showcase this very relatable narrative — the monotony that has become part of our everyday. Our hope is that it leaves professionals with the message of how we are all in this together, and as we navigate these unprecedented times it is important to remember to find our own unique version of balance,” The Glitch associate business director Riya Lalchandani stated.
Professionals in India are also taking to LinkedIn to spark conversations, and share tips and learnings about how they can #FindTheBalance to beat the pandemic blues.
The three films are now live on LinkedIn and other digital channels including YouTube.
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.
