iWorld
PepsiCo India to release NFT collection for Pepsi Black with Timea Balo
Mumbai: Soft drink giant Pepsi has announced the launch of its first-ever non-fungible tokens (NFTs) collection for Indian consumers. The NFT collection is an ode to the younger generation, which believes in self-expression and is deeply entrenched in technology.
PepsiCo India Design Team has inked an exclusive partnership with illustrator Timea Balo to curate the NFT collection for Pepsi Black, which is anchored on the brand’s pillars of innovation, self-expression, and evolution. Pepsi will release a set of 20 NFTs minted on the Polygon blockchain.
The NFT art collectibles are centred on the alterations to the classic Pepsi® Black™ ‘Zero’ visual, inspired by the brand’s passion points to portray poignant nuances such as sustainability, rhythm, movement, creativity, art, the progressing world of social media, and gamification. With three variations of each theme and four variations inspired by music, the “Pepsi Black Zero Sugar” collection will be listed on Open Sea, the world’s first and largest web3 marketplace for NFTs and crypto collectibles.
The NFTs will be given away to the winners of the “#PepsiBlackeffect” challenge conducted on the Indian homegrown social media platform, Moj. Consumers can enter the contest using the quirky Pepsi® Black lens and flaunt their max swag personas to get a chance to win Pepsi® Black’s maiden NFTs.
Speaking on the NFT collection, PepsiCo India category lead Saumya Rathor said, “Pepsi has always been at the forefront of cultural evolutions, globally as well as in India. Our endeavour is to transform our product as well as our narratives to align with the evolving youth. Our foray into the world of non-fungible tokens (NFTs) for Indian consumers is a testimony to the same belief. The “Pepsi Black Zero Sugar” NFT collection will personify and bring alive the world of Pepsi Black by leveraging passion points that resonate the most with youngsters today, such as fashion, gaming, music, social media, dance, creativity, and environment. To present an accessible opportunity to our consumers, these NFTs will be given through an engaging “#PepsiBlackeffect” challenge on India’s homegrown social media platform, Moj.”
Commenting on the NFTs, PepsiCo India design director Tanu Sinha said, “Pepsi has strongly associated popular culture and passion points such as music, dance, art, and the environment with its legacy of disruptive narratives over the years. Pepsi’s design strategy has also, over the years, witnessed a significant shift with the acceleration of a digital-forward and social-media-savvy world. We have evolved our design sensibilities to connect with the younger generation to further Pepsi’s mission to create a culture that propagates innovation. The launch of Pepsi’s first-ever “Pepsi Black Zero Sugar” NFT collection is another step in this direction. With Pepsi Black’s “Zero” sugar philosophy at its core, these collectible art NFTs have been designed keeping in mind the passion points those youngsters can connect and relate to.”
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.
