iWorld
Media Quick View (TV/OTT) – Disney in talks to sell Hotstar and Star to Viacom – POSITIVE FOR ZEE/INDIA OTT
Mumbai: As per recent media reports (Link – https://tinyurl.com/2f4d65zm), Walt Disney Co. held preliminary talks with potential buyers for its India streaming and television business including Reliance Industries Ltd. Disney has been weighing strategic options for the business including an outright sale or setting up a joint venture; this is very different from their earlier statements wherein, as per CNBC (Link – https://tinyurl.com/bad4uyuc), Bob Iger had spoken about exiting only the linear TV business in India.
We had predicted the above (Viacom18 may want to acquire Star’s TV assets) in our report dated 15 July 2023 (Link – https://tinyurl.com/4mftmwm8) – that due to Viacom 18’s high interest in the media business, they could potentially bid for Star India, and also the potential impact of the same on the Indian ecosystem.
Recent media reports indicate that they may even sell Hotstar (digital business) to Viacom/Reliance, which means even the OTT market may see signs of consolidation, which in turn is a big positive for Z/Sony merged Co. (TV and OTT) once the merger goes through. In the case of Viacom18 and Star, there could be a potential shutdown of multiple channels by CCI (Competition Commission of India), as they have a big overlap on the regional/urban GEC side, as compared to Zee/Sony which had a relatively lower overlap.
If the above were true, on the TV side – Zee/Sony and Viacom18/Star would have an ad revenue market share of 25 per cent and 45per per cent respectively (as of FY22) as the TV industry may turn into a duopoly; on the OTT side, this could be a trigger, as only large global giants like Netflix, Amazon could sustain in this highly fragmented market with players like Jio Cinema/Hotstar and Zee5/Sony Liv on the other side. Consolidation in the OTT industry will lead to a better path to profitability and break even for the OTT platforms, which are currently making hefty losses due to high content costs.
PFA, our report sharing views on Disney’s potential India exit plans.
The credit for this article goes to Elara Capital SVP Karan Taurani.
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.
