iWorld
NXTDIGITAL wins “Industry Gamechangers Award 2024” at the Video & Broadband Summit 2024
Mumbai: NXTDIGITAL, the rapidly growing digital media division of technology-led customer experience company Hinduja Global Solutions Ltd (HGS) has bagged the prestigious “Industry Gamechanger Award 2024” in the Video, Broadband & Distribution Industry category at the recently held Video & Broadband Summit 2024 in Mumbai. NXTDIGITAL, with a presence in digital television via cable and satellite, broadband, enterprise services, OTT aggregation and content syndication, snapped up the award for its consistent innovation and harnessing emerging technologies to drive growth.
NXTDIGITAL chief operating officer NK Rouse received the award on behalf of the organisation and said, “This award is a recognition of our constant efforts to provide innovative and cost-effective solutions for our growing customer base, pan-India. It is a testament to our belief that we’re on the right path towards customer-centric growth. We are grateful for the ecosystem to recognise us as a gamechanger in the digital distribution space.”
NXTDIGITAL’s Q3 results reflect the company’s innovative approach and strategic initiatives to ensure it remains on its aggressive growth path, with customer preferences at the centre. The media division’s broadband subscriber base grew substantially by 13 per cent over Q2, and its digital television subscriber base increased by seven per cent during the same period. Notably, the company is focusing on tier two & tier three markets – which are amenable to steady ARPU growth in the future.
HGS wholetime director and head of the media businesses Vynsley Fernandes said, “This award elevates our Q3 performance across all our business verticals as we offer an innovative integrated solution to customers – with broadband, television & OTT as the base product layer. Not only has the broadband and digital television business seen a strong performance in Q3, but CelerityX, our enterprise business unit is seeing remarkable traction with its innovative portfolio of services developed through deep synergies between our HGS & NXT technology teams”.
Last month, CeleritX showcased its first-of-its-kind platform, NetX at the Shree Ram Mandir inauguration – enabling crucial connectivity for global broadcasters to telecast the auspicious event to millions overseas.
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.
