iWorld
Parliament panel issues summons to Google, Paytm on data privacy
MUMBAI: Google and Paytm have been directed to appear before a joint parliamentary committee on 29 October on the issue of data protection and privacy. Social media platforms Facebook and Twitter have also been called in to provide oral evidence. Meanwhile, e-commerce giant Amazon has refused to appear in front of the panel.
BJP MP Meenakshi Lekhi, who heads the committee, stated, “Amazon has refused to appear before the joint committee of Parliament on the Data Protection Bill on 28 October and this amounts to breach of privilege."
The panel has decided to send a privilege notice if representatives of Amazon do not turn up. “Coercive action can be suggested to the government against the e-commerce company,” she added.
The summons to Facebook and Twitter is strictly pertaining to the issue of citizen’s personal data protection. The notice to Twitter assumes significance as these come close on the Centre’s letter to the microblogging site’s chief Jack Dorsey.
Taking strong exception to the misrepresentation of India’s map, the government wrote a stern letter to the Twitter CEO, saying that any attempt by the platform to disrespect the sovereignty and integrity of India, which is also reflected by the maps, was totally unacceptable.
On the other hand, social media giant Facebook has been interrogated by the parliament panel about the quantum of their revenue, profit and tax payouts in India and asked what portion of their earnings were being used for data security in the country.
Commenting on the questions raised by the panel, Facebook spokesperson said, “We deeply appreciate the opportunity to discuss data regulation issues with the hon’ble members of Joint Committee on the Personal Data Protection Bill. We believe that India’s data protection law has the potential to propel the country’s digital economy and global digital trade, and we wholeheartedly support this effort.”
Facebook India’s policy head Ankhi Das was examined for two hours by the panel members of the joint committee and has been asked tough and searching questions from across the political spectrum.
During the meeting, a member suggested that the social media platform should not draw inferences from the data of its users for commercial benefits of its advertisers or for electoral purposes.
Last month, amid severe criticism over the alleged collusion of Facebook India executive Ankhi Das and the BJP, minister of Information Technology Ravi Shankar Prasad wrote a hard-hitting letter to Facebook CEO Mark Zuckerberg, blaming the social media network’s India management of alleged bias against people supporting the right-of-center ideology.
The Personal Data Protection Bill proposes to put restriction on use of personal data without explicit consent of citizens. The draft bill, approved by Cabinet in December 2019, proposes a penalty of up to Rs 15 crore and up to three-years in jail for company executives for violating privacy norms.
The bill was introduced in the Lok Sabha in February and has been referred to a joint parliamentary committee for examination and 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.
