iWorld
PepsiCo is exclusive global launch partner for Twitter’s promoted #Stickers
MUMBAI: Twitter has launched creative expression tools, #Stickers to help marketers revive their brands. Using this, users can add a prop of creativity to photos and connect them to the world on the platform. Various GIFs, polls and emojis are being launched to help brands drive deeper customer engagement.
Starting today, brands can also create and promote custom stickers for anyone on Twitter to use. A brand’s stickers will be featured in the #Stickers library and offer a form of creative expression that makes a person’s photos more fun and engaging. This represents a huge opportunity for brands to drive brand affinity and raise awareness of their message at scale.
Embeddable Tweet:
Now live: 74 new #Stickers to use and explore on Twitter! What's your favorite? We're pretty stuck on these. ⬇️ pic.twitter.com/IMBmnwuOG3
— Twitter (@twitter) August 10, 2016
Brands can design four or eight stickers like accessories and other props for users to add to their own photos. Photos with a brand’s stickers are shared with all of a user’s followers, allowing brands to be featured by their fans in a truly authentic way. #Stickers act as a visual hashtag, meaning photos with the brand’s sticker will be connected and discoverable to anyone who taps the brand’s sticker. This allows a brand to see and engage with the people who are using their stickers in creative ways.
Pepsi is the exclusive launch partner of promoted #Stickers, and will share nearly 50 custom stickers across 10 markets, including India, for fans to use as part of their global PepsiMoji campaign. The partnership also includes a custom niche creator campaign showing consumers how to use their #Stickers, as well as a branded Pepsi emoji and a promoted trend. This campaign marks the largest partnership between Twitter and Pepsi to date.
Promoted #Stickers are available globally to select marketers with a managed account.
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.
