iWorld
Netflix’s ‘Sacred Games’ is most in-demand digital original in India
MUMBAI: Sacred Games has turned out to be a divine providence for streaming giant Netflix. Barely two years into its India foray, this single show has helped the US-based OTT platform to increase its subscribers and has even aided its performance in other countries. This was affirmed by a Parrot Analytics study. As per the report, it emerged as the most in-demand digital original in India in the third (July-September) quarter.
The first Indian original of Netflix is not only the most in-demand among Indian digital originals but also among all digital originals available. It had over twice the average demand of 13 Reasons Why which acquired the second place in the list. However, the streaming giant’s second Indian original Ghoul also performed strongly, becoming the 11th most in-demand original in the country despite not being released until halfway through Q3.
“The Indian market was also well served by Amazon Prime Video’s Indian digital original titles like Comicstaan, Inside Edge and Breathe. These series are all in the top 30 digital original series in the market, with Comicstaan the highest at 19th most in-demand,” the study added.
As streaming platforms are increasingly investing in local content globally, the number of digital originals in a variety of languages has increased. Thanks to localisation, local titles are becoming hits according to the top 20 digital original charts for each market.
Netflix’s Orange Is The New Black has emerged as the most in-demand digital original series in most markets this quarter topping the chart in four countries including the United States, Denmark, Finland and Sweden. Stranger Things topped three markets including Chile, Argentina and Singapore.
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.
