iWorld
OTT conversations to take centre stage at Vidnet 2018
MUMBAI: Indians have now warmed up to over-the-top media services making them even mainstream at times. In the last couple of years, the OTT industry has witnessed rapid growth thanks to several factors like cheaper data and affordable smartphones. Many new players are experimenting in this area leading to higher competition. From high-quality content to high-end technology, marketing OTT players are leaving no stone unturned to grab more eyeballs.
At a time when the industry is thriving, Indiantelevision.com is again bringing together all the stalwarts in the ecosystem on the stage of Vidnet 2018 at The St.Regis, Mumbai on 16 November. The experts from platforms, production studios, advertising agencies, data analyst firms, creators, technology and investors will discuss the state of the industry, address the issues and find solutions. ZEEL’s digital venture ZEE5 is the title sponsor of Vidnet 2018 and the event is powered by Verizon.
As the market is at the stage of development right now, there are several questions that need to be answered. The focus of the conference will be on these topics broadly – what could be the leanings from other countries like US, China and Japan; which business models will work out properly; what is the content trend in domestic and international market; how to increase user engagement; uniform data measurement metric; importance of data, AI, machine learning, cloud technology and how to combat piracy.
Amazon Prime Video India director and country general manager Gaurav Gandhi, Balaji Telefilms group CEO Sunil Lulla, Hulu Japan chief content officer Kazufumi Nagasawa, YouTube entertainment head Satya Raghavan, ZEE5 India CEO Tarun Katial along with many other experts will speak on the compelling issues chalking out the right direction in the ecosystem.
According to KPMG Media and Entertainment Report 2018, the industry with more than 30 players is expected to grow at a CAGR of 45 per cent to reach Rs 13,800 crore by the end of FY23. Till now advertising revenue is the dominant contributor in the market, subscription revenue is nonetheless expected to be about 33 per cent of the total revenue in the space by end of FY23.
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.
