iWorld
President to inagurate INDIA TELECOM 2006 on14 Dec
MUMBAI: India Telecom 2006, the biggest showcase of the telecom industry, will be inaugurated by President Dr APJ Abdul Kalam on 14 December at Pragati Maidan, New Delhi.
Communications and information technology minister Dayanidhi Maran will deliver the keynote address at the inaugural session.
Over 200 companies are participating is the international exhibition and conference. In the exhibition the Indian telecom industry will be represented by companies like Bharti Airtel Limited, BSNL, C-DOT, Hutchison Essar Mobile Services Ltd, COAI, Qualcomm India Pvt Ltd. Reliance Communication Ltd. Etc.Among the international participants there will be companies from Canada, China, Singapore, Hong Kong, and Italy while Taiwan, Korea and US companies will be seen in independent pavilions.
A highlight of India Telecom 2006 will be the CEO’s Roundtable with Maran. It will be an interactive session of all the telecom CEO’s with the minister. Trai chairman Nripendra Misra and DoT secretary DS Mathur will also address the session. Among the participants at the Roundtable will be ADAG chairman Anil Ambani, Bharti Enterprises CMD Sunil Bharti Mittal, Infosys CEO Nandan Nilekani, Essar Group chairman Shashi Ruia, BSNL CMD AK Sinha, MTNL CMD RSP Sinha and IDEA Cellular MD Sanjeev Aga.
Concurrent to the exhibition would be technical seminars and conferences. The objective of the summit is to discuss new growth drivers that are revolutionizing the telecom sector in India and around the world. It would also focus on showcasing the huge potential that India holds in this sector for inviting investments.
The first session on 15 December would be on Regulatory and Policy Imperatives. Misra will chair the session, while the theme address would be delivered by Ambassador David A Gross, US Co-ordinator for international communication and information policy, US department of state. Global Mobile Suppliers Association president Alan Hadden will also address the session.
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.
