iWorld
Merger and Acquisition Policy for Telecom by mid-October: Sibal
NEW DELHI: The government hopes to announce its merger and acquisition policy for telecom companies by mid-October.
Communications and Information Technology Minister Kapil Sibal said he had wanted them to in place by the middle of September but this had not been possible.
Speaking at the Indian Women’s Press Corps, he said the Department of Telecom has plans to meet industry representatives before releasing the final guidelines.
Meanwhile, Sibal said his top priority was to get Post Banks started in rural area. “Something that is very close to my heart is to get post bank in place for rural India. All post offices should also function as banks. I think we will be able to serve the rural economy and rural folk much better,” Sibal said.
The Department of Posts has applied for a banking licence. The approval of banking licence by the Reserve bank of India is expected to triple bank branches in the country.
The Minister wants to ensure that the “next auction is not just successful but phenomenally successful”.
For the financial year 2013-14, government expects revenue of Rs 40,847.05 crore from other communication services, which include receipt from spectrum sale and one-time spectrum fee levied on old players for holding airwaves frequencies in addition to quantum they were allocated with licences.
Sibal said that his ministry is working on a policy framework for Optical Fibre Network under which 250,000 village panchayats in the country will get connected by 2014. He wants to move the fibre optics policy framework as quickly as possible so that 600 universities and 3,500 colleges can also be connected with dedicated national knowledge network.
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.
