iWorld
Micromax aims to make a comeback: Reports
NEW DELHI: Homegrown smartphone brand Micromax is reportedly planning to make a comeback to the Indian market. This time, the company is banking on the government support, with its Production Linked Incentive (PLI) scheme which was announced recently. The company said that it would invest Rs 500 crore towards manufacturing and research and development, as per an online report. The brand also plans to launch 20 new phones by the end of the next fiscal.
The PLI scheme will help boost local manufacturing as part of government’s initiative to make India self-reliant (Aatmanirbhar). The PLI scheme was announced on April 1, 2020, under the National Policy on Electronics 2019 shall extend an incentive of 4% to 6% on incremental sales (over the base year) of goods manufactured in India and covered under target segments, to eligible companies, for a period of five (5) years subsequent to the base year as defined.
Micromax co-founder Rahul Sharma in an interaction with a leading daily said that the company was looking to regain its spot in the smartphone market through the multiple handsets it has planned to launch in the future. He also mentioned that the phone would look to disrupt the market.
On 15 August, the smartphone brand had also uploaded a teaser across its social media handles captioned “73 years of independence or being in dependence? On our 74th independence day, let’s stop being doosron pe nirbhar and become truly Atmanirbhar. Are you ready to join the revolution with us?”
73 years of independence or being in dependence?
On our 74th Independence Day, let's stop being doosron pe nirbhar and become truly Atmanirbhar.
Are you ready to join the revolution with us?#AtmaNirbharBharat #JoinTheRevolution #IndependenceDay pic.twitter.com/7O5Y8JrbAM— Micromax India (@Micromax__India) August 15, 2020
Due to the influx of Chinese brands including Xiaomi, Oppo, the homegrown smartphone brands got wiped out of the smartphone market. Reportedly, Xiaomi is currently leading the smartphone market with a 30 per cent market share.
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.
