iWorld
NTT Docomo to exit from Tata Teleservices in face of losses
NEW DELHI: Japan’s telecom network NTT Docomo has decided to sell its 26.5 per cent stake in the loss making Tata Teleservices.
In its board meeting in Japan yesterday, NTT Docomo board took the decision to exit from TTSL following the poor performance of the Indian telecom operator.
NTT Docomo had invested 266.7 billion yen ($2.61 billion) in Tata Teleservices – 252.3 billion yen in March 2009 and 14.4 billion yen in May 2011.
Docomo is exiting from TTSL because it made a net loss of Rs 4,858 crore on revenues of Rs 10,859 crore in fiscal 2013. In FY 2012, TTSL posted net loss of Rs 4,228 crore on revenues of Rs 10,115 crore and Rs 3508 crore net loss on Rs 8,357 crore in FY 2011.
In addition, TTSL’s net worth has fallen to Rs 1,863 crore in FY 2013 from Rs 2,996 crore in FY 2012 and Rs 5,941 crore in FY 2011. The company’s debt increased to Rs 23,491 crore in FY 2013 from Rs 19,299 crore in FY 2012 and Rs 17,651 crore in FY 2011.
The Indian telecom sector appears set to see consolidation and TTSL will be one of the targets for telecoms such as Aircel, MTS India and Telenor etc.
Under the agreement signed in March 2009 among Docomo, TTSL and Tata Docomo, Docomo holds the right to require that its TTSL shares be acquired for 50 per cent of the acquisition price, which amounts to 72.5 billion Indian rupees or a fair market price, whichever is higher, in the event that TTSL fails to achieve certain specified performance targets.
If TTSL fails to achieve performance targets in fiscal 2014, Docomo can exercise the right in or before June 2014. Docomo on its website said it is uncertain how the option will be performed.
It is also understood that the Tata group, which has around 59.45 per cent stake in TTSL, had been looking at an exit route from the telecom business.
Reuters reported that the diversified Tata Group conglomerate would buy the stake. Singapore state investor Temasek and businessman C Sivasankaran also own small stakes in Tata Teleservices, a loss making telecom venture of Tatas.
Tata Teleservices expanded into GSM-based mobile phone services after the deal with Docomo and amassed subscribers by offering a cheaper per-second billing plan, but it subsequently failed to build on its initial success and has lost market share in the past two years.
It currently ranks seventh in terms of subscriber numbers among the 12 firms that operate in country’s fiercely competitive telecoms market.
Analysts expect Docomo to report about 80 billion yen ($780 million) in related losses in the financial year ended on March 31.
Interestingly, this coincides with UK telecom’s Vodafone increasing its stake in Vodafone India to 100 per cent.
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.
