iWorld
Netflix inks multi-year partnership with Excel Entertainment
Mumbai: Netflix on Wednesday announced a strategic multi-year partnership with Excel Entertainment, the production company behind Bollywood blockbusters like “Dil Chahta Hai”, “Rock On”, “Zindagi Na Milegi Dobara”, “Lakshya”, “Toofaan” and the “Don” franchise. This creative pact dovetails Netflix’s diverse series slate in India, it said.
As one of the pioneers in on-demand long-form storytelling, Excel Entertainment will produce a variety of stories under its series banner Excel Media & Entertainment for Netflix members in over 190 countries commencing with two projects tentatively titled “Dabba Cartel” and “Queen of the Hill”.
Dabba Cartel is a story of five housewives who run a high-stakes secret cartel. Set in the backdrop of jazz-rich 1960s Mumbai, Queen of the Hill chronicles the dynamic relationship between two ambitious women that will change the city forever.
Commenting on the partnership, Netflix India, vice-president- content, Monika Shergill said, “We are excited to join hands with Excel Entertainment, one of India’s path-breaking creative studios. They have continuously pushed the boundaries of entertainment and given us stories that have stood the test of time.”
“Our partnership with Netflix marks a new global chapter for Excel Entertainment after 20 eventful years in storytelling. We are excited with the opportunity to create a variety of extraordinary stories to entertain people in India and around the world. We are thrilled to begin this next chapter with Netflix,” stated Excel Entertainment producers Ritesh Sidhwani and Farhan Akhtar.
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.
