iWorld
Regional content on ALTBalaji to constitute 15% of show hours
MUMBAI: The year 2017 has witnessed the phenomenal growth of regional languages, such as Tamil, Telugu, Malayalam, Gujarati, Marathi and Bengali, over Hindi and English. OTT players like ALTBalaji, Viu, Amazon, SonyLIV, Voot, Hotstar, Netflix, and YuppTV have taken a deep dive into offering regional content this year.
ALTBalaji CMO Manav Sethi observes that though English is a niche audience in India, most competitors aren’t focusing on originals beyond Hindi. “We realised that consumption from non-HSM has been growing where people watched these shows with subtitles. We have also noticed traffic coming from states and cities where these languages are predominant. Then we started to integrate the ‘potential’ universe from a marketing point of view to the ‘consumption’ universe and that is when interesting patterns and trends started to emerge. At that point, we started to invest in creating these stories in languages apart from Hindi as there is latent willingness to consume and pay for it, too.”
ALTBalaji has released its first Tamil show Maya Thirrai with 16 episodes. Not only did it get audiences from Tamil Nadu but even Tamil-speaking population from Singapore and Malaysia. Even the Bengali original Dhimaner Dinkaal’s trailer garnered traction from Dhaka. “In the next four to six quarters, we will launch originals in more languages. 15 per cent of our total show hours will be regional content and we are heavily investing in it,” adds Sethi.
ALTBalaji has already launched its comedy show Standup in various regional languages like Marathi, Gujarati and Punjabi. Now, it has announced dubbing of some of the most popular original shows like Karrle Tu Bhi Mohabbat, Dev DD, Bewafaa Sii Wafaa, Romil and Jugal and The Test Case in Malayalam, Telugu and Tamil languages for the regional audience.
OTT giants believe South Indian languages have the biggest growth possibility and revenue potential. Sethi ascribes the highest revenue potential to the Tamil market because it has a higher payment curve, affluent audiences who are also educated and the mobile uptake is more.
Viu is focusing on the Telugu-speaking regions with shows such as Cinema Pichollu, Pelli Gola and Pilla. Voot hasn’t tapped any new language yet but is working on three regional series. Amazon Prime has a line-up of many new Hindi originals that will be dub in multiple languages like Marathi, Tamil, Telugu and Bengali. It has already released some of the regional language blockbusters like Arjun Reddy, VIP2, Nene Raju Nene Mantri, Dhananjoy, Bhikariand others soon after their theatrical release. SonyLiv is also looking for an expansion in Marathi and Gujarati languages and it has started looking at south Indian and Bengali language now.
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.
