iWorld
Only 22 per cent Pakistanis support freedom on the internet
NEW DELHI: Even as the Lahore High Court in Pakistan continues to debate on whether the ban on YouTube should be lifted, a survey has revealed that a mere 22 per cent of Pakistanis want internet that is free of official censorship from the government.
Pakistan scored the lowest percentage out of the 24 developing countries where the use of internet is either prohibited or limited.
India did not figure in the survey as there are no restrictions on internet in this country.
Pew Research Center said while Venezuela topped the list with 69 per cent wanting freedom of the internet, the other country at the bottom was Uganda with 49 per cent wanting the internet to be free.
Most of the other countries in the poll said that they wanted an internet free from censorship.
Pakistan had banned YouTube after the showing of what it termed as an offensive film, but has not lifted the ban even after the film was removed.
With the ban on YouTube for the past 17 months, famous singer Ali Gul Pir has released a song ‘Kholo BC’ to mock government for its inability to lift the ban on such a useful online platform. With main focus on YouTube ban, Ali and his fellow artiste Adil Omer have touched upon various issues related to Pakistani society, its Youth and the dichotomy present in the behavior of its ruling elite.
According to the US-based Pakistani website MoreMagazine, this song is perhaps the most controversial song released by Ali till date and is almost matched to the norm breaking music that was once produced by beygairat brigad, but their songs were banned in cyber space because of them mocking the Pakistan Army.
A censorship-free internet is a priority for most people in emerging countries, especially the younger population, according to the Pew report.
Pew Research Center interviewed nearly 22,000 people in 24 emerging and developing countries. In 22 of those 24 countries, the majority of respondents think “it is important that people have access to the internet without government censorship.”
The strength of censorship opposition varied by country, as well as other factors. Support of internet freedom is prevalent in Latin American countries as well as Lebanon and Egypt, Pew said.
Not surprisingly, anti-censorship sentiment tends to be strong in nations where internet use is more common, such as Chile and Argentina. The trend is reversed in less connected nations like Uganda.
But two countries bucked that trend: internet-freedom support in Russia (63 per cent) and Pakistan (22 per cent) came in low compared with the level of Internet penetration in those countries.
Age is also a major factor: In 14 of the 24 countries surveyed, people ages 18-29 are more likely than those 50 or older to think a free Internet is important. In nations including Russia and Lebanon, that age gap came in at 20 percentage points or more.
“These age differences suggest that support for internet freedom will only become more widespread with the passage of time,” Pew said in its report.
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.
