iWorld
MIB secy Sinha, Viacom18 CEO Vats to speak at CASBAA convention in Nov
MUMBAI: Regional multichannel TV and digital video trade body CASBAA has announced the key themes (and workshop programme) for the CASBAA Convention 2017 to be held in Macau, from 6-8 November.
The line-up for the convention has been designed “to capture the urgent issues facing our industry at a time of the most dynamic market changes seen in more than 20 years,” said CASBAA CEO Christopher Slaughter.
CASBAA represents 100 corporations across 20 markets in the Asia-Pacific, from China to Australasia, Japan to Pakistan and encompassing over 623 million Pay-TV subscribers and 2.5 billion broadband connections (source: MPA).
The full implications of the digital video revolution are at the top of the convention’s agenda, including solutions to the potentially devastating impact of digital piracy, the on-going opportunities presented by local, regional and global OTT platforms and the challenges arising from the mountains of detailed digital data now being assessed by broadcasters, carriers, technology vendors and advertisers alike.
“The blue-chip list of Pay-TV operators, content creators, broadband carriers, investors, sponsors and regulators attending the convention guarantee unrivalled access to the Asia Pacific Pay-TV and Digital Video decision makers,” said Slaughter.
In the meantime, through a series of ‘Masterclass’ panels and presentations, the convention programme will deliver:
– Real-time case studies focused on the crucial battle against on-line piracy, including a few “Wins!”
– A fresh look at the best performing business models for Pay-TV
– Deep-dive presentations on the vital security technologies and regulatory “fixes” under debate across Asia Pacific and around the world
– Close examinations of the new ecosystems and revenue streams now available for the monetisation of emerging digital video markets
– New insights on the impact of soon to be launched broadband satellite services across Asia
Plus Understanding the Viewer: a series of closely moderated conference sessions shedding fresh light on the complex worlds of digital media and programmatic advertising.
The key speakers at the convention include:
– Samuel Scott, Columnist, The Promotion Fix @ The Drum
– Hosi Simon, Global General Manager, VICE Media
– NK Sinha, Secretary, MIB, Government of India
– Dr Ros Lynch, Director, Copyright & IP Enforcement, UK Intellectual Property Office
– Sudhanshu Vats, Group CEO, Viacom18
– Birathon Kasemsri Na Ayudhaya, Chief Content and Media Officer, True Corporation
– Jeremy Butteriss, Managing Director for Global Partnerships, APAC, Google
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.
