iWorld
NDMC-MTNL tie up to provide free Wi-fi & FTTH
NEW DELHI: A fresh attempt is being made by the New Delhi Municipal Corporation (NDMC) to provide free Wi-Fi services in Connaught Place and Khan Market with a tie-up with the Mahanagar Telephone Nigam Ltd, after the first attempt lost credibility with complaints of slow or no connectivity.
The New Delhi Municipal Council Smart City Limited, a public limited company wholly owned by NDMC, has signed a joint venture with Millennium Telecom Limited (MTL) — a subsidiary of MTNL — to develop telecom access networks in NDMC areas to provide FTTH (Fibre to the Home) to the residents.
Earlier, the NDMC had entered into an agreement in this regard with Tata Teleservices in 2014 to provide the service in inner and outer circles of Connaught Place, one of the significant business and leisure centres in the city.
Similarly, NDMC had partnered with Tata Docomo to provide the facility in Khan Market. At present, the service can be availed by 5,000 people with an average speed of 512 Kbps. The first 20 minutes within a 24-hour period are entirely free after which scratch cards can be purchased in various denominations in the market.
But senior officials admit that the service has not functioned smoothly, though it is claimed that it worked well initially..
The project has also been listed on the civic body’s “Smart City” agenda in the budget for 2016-17 presented last week. It plans to begin the new services in Connaught Place and then proceed to further areas.
NDMC had in 2015 announced that all the areas under its jurisdiction will soon be a Wi-Fi zone and had joined hands with Indus Towers Limited to replace 18,500 street-light poles in its areas with ‘NextGen digital poles’ which will be fitted with Wi-Fi access points, LED bulbs and CCTV cameras which, it claimed, is first-of-its kind initiative in the world.
However, the project had a setback when Reliance Jio approached the Delhi High Court challenging the tender process and the NDMC has therefore floated fresh tenders.
Also Read: Jio Fibre rolls out in Mumbai; Airtel FTTH, ACT to match pace
Also Read: TRAI ideas on public WiFi in three weeks; Mumbai gets 500 hotspots
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.
