iWorld
Mauj Telecom launches spiritual channel for mobile users
MUMBAI: Wireless content provider Mauj Telecom has announced the launch of a spiritual channel, which will be available on the content provider short code 7007.
The channel will take consumer experience and convenience to a new level by enabling them to perform their prayer rituals by using their mobile phone, informs a media release.
The channel caters to the needs of the spiritually inclined consumers who are continuously on the move, and have less time for their rituals.
The channel, currently, has the following categories in place – Hanuman, Ganesh, Durga Ma, Thirupati Balaji, Shiva, Vishnu, Ram, Laxmi and Saraswati, Krishna, Jesus Christ, Guru Nanak, Sai Baba, and other holy symbols.
Each category has wallpapers, animation figures, colour logos, themes and ringtones representing the different Gods and Goddesses that can be downloaded on to the user’s handset.
Mauj COO Arun Gupta said, “In today’s hectic, fast paced world, people have less and less time however they would like to keep their spiritual side alive. Mauj Telecom’s spirituality channel is aimed to cater to these needs. With mobile phones becoming an inseparable part of everyone’s life, we thought we could provide an opportunity to people to keep in touch with their spiritual side. Consumers can now effortlessly blend traditional values within their contemporary lifestyles.”
At present, there are four prayer and puja applications available, which includes Ganesh Puja, Laxmi Puja, Sikh Prayer and Sai Puja.
Mauj Telecom is a part of People Interactive (I) Pvt. Ltd, which owns and operates other technology and new media businesses such as Shaadi.com and Fropper.com
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.
