iWorld
Radio City Hyderabad celebrates Jazz fest with Sandeep Chowta
MUMBAI: Radio City 91.1 FM has undertaken a unique initiative in Hyderabd to popularise international music by getting Sandeep Chowta to be its star guest and host.
Chowta has worked on Bollywood films like Satya, Company, Bollywood Hollywood, Mast, Jungle, Ashoka and Vaastav. His songs include Khallas, Babuji, Kambakht Ishq and Laila Laila. He has a rich background in jazz, and has also won international recognition as the only Asian composer to feature in Tata Young’s worldwide album with Sir Paul McCartney and musical luminaries, informs an official release.
Radio City has joined hands with him to promote his upcoming jazz concert on 12 December titled Waiting for Tonight, where Grammy award master musicians like Bunny Brunel (Bass Guitar), Mitch Forman (Keyboards), Frank Gambale (Guitar), Virgil Donati (drums) will display to an awestruck Hyderabad audience their considerable musical talent.
From 1 December Radio City will run an on-air contest. The musical Chowta will be the celeb RJ in all shows for the day on 10 December talking about the jazz festival and his passion for music The Jazz concert will also be conducted in Bangalore and Mumbai, and Radio City will be exclusively partnering the same.
According to Radio City Rana Barua head marketing, “Radio City has always believed in bringing to our listeners the best, through the best. We constantly push the envelope by offering differentiated and innovative programming to our listeners.. With ‘Sham-E-Ghazal With Roop Kumar Rathod’, we pioneered the trend of celebrity RJs, which received tremendous listener feedback and advertiser response. We are proud to be hosting Sandeep Chowta and are certain that our endeavour to popularise quality international music will be well received by our listeners “
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.
