iWorld
New IT guidelines not intended to control OTT platforms: I&B minister
NEW DELHI: The government has attempted to provide a level-playing field for various digital platforms through the new guidelines on over-the-top (OTT) platforms, said union information and broadcasting minister Prakash Javadekar, amid concerns that the new rules may pose a threat to the freedom of expression.
The minister mentioned that digital technology platforms have played a key role in promoting transparency and introducing a corruption-free atmosphere in governance.
“Through these guidelines on OTT, we have tried to bring about transparency and provide a level playing field to various media platforms, be it electronic, print, or digital media. It is just for fair-facilitation for self-regulation and not intended for controlling the OTT platforms,” said Javadekar, while speaking at a digital media conclave organised by a private TV network in Mumbai.
The new rules released by the government on 25 February ask for a three-tier grievance system and content classification for digital platforms. First, self-regulation by the platform through a grievance redressal officer; second, by an institutional self-regulatory body of industry experts, and third level of oversight through an interdepartmental committee constituted by the government.
While this may create a forum where users can voice their complaints, there are concerns that it could also lead to an increase of content-related disputes in the country. Several video streaming platforms are already mired in controversies over their content, the latest being Amazon Prime’s Tandav and Netflix’s Bombay Begums.
The formulation of guidelines took place expeditiously, revealed Javadekar, with more than 50 cabinet meetings held virtually to ensure that there weren't any delays in the decision-making.
The union minister also talked about the decision to broadcast the old Doordarshan TV series like Ramayana, Mahabharat during the pandemic and how it registered record-breaking viewership.
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.
