iWorld
nexGTv has acquired worldwide digital rights for RBNL’s Big Magic and Big Magic Ganga
MUMBAI: nexGTv has partnered with Reliance Broadcast Network for the worldwide digital rights of the network’s popular channels Big Magic and Big Magic Ganga. The channels will be available for viewing through nexGTv’s platform for viewers around the world, except North America, as a part of nexGTv’s paid packages.
Big Magic offers a rib-tickling line-up of comedy sitcoms which includes mythological and historical comedies, stand-up acts and comedy blockbuster films, along with weekend and festive specials. On the other hand, Big Magic Ganga provides regional entertainment which is focused on audiences from Jharkhand, Bihar and the Purvanchal Region of India.
Talking about the collaboration, nexGTV COO Abhesh Verma said, “We, at nexGTv, have always endeavoured to provide the most personalised entertainment options to our viewership across the globe. Our partnership with Reliance Broadcast Network, which is one of the leading television networks in the country, further highlights our commitment to keep expanding the already extensive library of India-centric content available on our platform. We are confident that the Indian expat population will appreciate this latest addition of even more tailored regional and genre-specific content to their entertainment options.”
With the move, nexGTv will also widen its viewership amongst children and teens by engaging them with shows like Baal Krishna, Naya Akbar Birbal and Vikram aur Munja. Both Big Magic and BIG Magic Ganga can be enjoyed by nexGTv users on all platforms, including mobile and web.
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.
