iWorld
Pongal: Amazon Prime to premiere ‘Kaashmora’; stream ‘Kabali’ & ‘Theri’
MUMBAI: The festival of Pongal brings families and loved ones together for grand celebrations which involve shopping and gorging on yummylicious food. But now, Amazon Prime Video gives you another reason to celebrate Pongal with your entire family.
Amazon Prime Video has invited all with family to experience the best in Tamil entertainment by watching the latest Tamil movie blockbusters exclusively on its platform. The platform will air the world digital premiere of Kaashmora starring Karthi and Nayantara, before its TV release. Also watch political satire Joker, Rajinikanth starrer Kabali and Theri starring Vijay and Amy Jackson.
Kaashmora is a Tamil supernatural comedy fantasy film written and directed by Gokul. It revolves around Kaashmora and his family who live by cheating people in the name of black magic and dark spirits. One day, a PhD research student Yamini joins Kaashmora, only to gather evidence and expose him to the public.
Joker is a political satire which criticizes the present political absurdities. Mannar (protagonist), a villager, who declares himself as the Indian president protests against the government for absurdities. On a trial, he reveals his past. Everyone sees him as a joker, and the audience is questioned at the end.
Kabali, a revolutionary who fights for the betterment of his people in a foreign land, is falsely implicated and thrown behind bars. When he returns after his prison term, he starts a search for his wife and ends up confronting those who were the reason behind his miseries. What follows is a tale of revenge, emotion and payback. As a movie mounted on a huge scale, it truly brings a larger-than-life and much loved superstar to the streaming audiences.
In Theri, when an honest cop, Vijay Kumar’s family is ruthlessly slaughtered by a politician and his aides, he decides to change his identity and commits his life to bringing up his daughter in a serene atmosphere. But, when some events compromise his identity, he does what he must to save his daughter and avenge the death of his family.
Amazon Prime already offers unlimited free one-day and two-day delivery to over 100 cities on eligible items from India’s largest selection of products, 30 minutes early access for members on top deals and more benefits for an unparalleled shopping experience.
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.
