iWorld
Media Mantra wins the PR mandate for Super4
Mumbai: Gaming app Super4 has announced Media Mantra as their official PR partner for their communications strategy across India.
As the app’s strategic PR partner, Media Mantra is set to take the responsibility of aligning regional as well as national communications and positioning Super4 as a market leader in the fantasy gaming sector in India.
The agency will be seen working on Super4’s corporate reputation, brand awareness, amplifying its visibility, media campaigns, strategic communication counsel, and overall public relations and media relations.
Media Mantra will also be integral in developing effective stakeholder engagement strategies, the brand’s positioning and managing its external communication.
The Super4 application allows cricket fans and enthusiasts across India to create teams prior to the start of a match. But unlike other apps, Super4 provides fans with India’s first-ever cricket scorecard, empowering fans to create fantasy scoreboards of the first innings after a progressive self-study of the pitch and the match conditions.
The users can gather maximum points from both innings to increase their tally on the leaderboard, create a team and win prizes. The Super4 application allows fans and enthusiasts to also play different games like cricket, quiz, etc. while the match is on to make the entire fantasy experience more interesting and engaging.
The Super4 app also cuts down the challenges of creating and editing teams in the shortest span of time for the ease and convenience of fans and enthusiasts.
Media Mantra founder and director Udit Pathak said, “It’s a matter of great pride for Media Mantra to partner with Super4 and add yet another interesting sports account. Acting on our role as strategic advisers and brand communicators, we intend to apply our vast knowledge and expertise to execute innovative, disruptive, and high-impact PR campaigns that will create a positive impact for Super4 and their business in India alongside creating awareness about the startup app and its features.”
“With our 10th year in the industry, Media Mantra has carved its own niche as a leading multi-practice and full-service PR and digital media agency across sectors. Gaming is one of our strong practice areas, and the current mandate will help consolidate this practice even further. We are excited to assist Super4 in its bid to enhance its visibility, credibility, and prominence in the media ecosystem at large, and amongst their target audience in particular.”
Super4 founder and director Rohit Bansal said, “We are excited to have Media Mantra on board as our official PR partner across India. As a brand aiming to disrupt the fantasy gaming market, our visions align with Media Mantra, and we believe that their services will help us position our brand and amplify our presence in the country. We look forward to a long-term and mutually beneficial relationship with them.”
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.
