iWorld
Reliance Jio adds 3.28 mn wireless subscribers in August : Trai
Mumbai: As per subscription data by the Telecom Regulatory Authority of India (Trai), Reliance Jio added 3.28 million wireless subscribers at the end of August. Bharti Airtel added 0.32 million during the same period. In August, Vodafone Idea lost 1.95 million wireless subscribers.
The total number of wireless subscribers increased from 1,148.03 million to 1,149.11 million in August. The number of wireless subscribers in urban areas increased from 626.74 million to 627.09 million. However, wireless subscriptions in rural areas increased from 521.29 million to 522.02 million.
As per Trai data, there were 1013.46 million active wireless subscribers during the month. Reliance Jio had the highest number of active wireless subscribers at 384.63 million, followed by Bharti Airtel at 357.66 million and Vodafone Idea at 214.29 million. BSNL had 56.23 million active wireless subscribers.
As per information received from 767 operators in August, Trai found that total broadband subscribers increased from 807.42 million to 813.94 million. The broadband subscribers comprised 782.46 mobile device users, 30.37 million wired subscribers, and 1.11 million fixed wireless subscribers.
The top five broadband service providers were Reliance Jio Infocomm with 425.80 million subscribers, followed by Bharti Airtel (223.98 million), Vodafone Idea (123.12 million), BSNL (25.80 million), and Atria Convergence (2.13 million).
The top five wired broadband service providers were Reliance Jio Infocomm with 6.56 million subscribers, followed by Bharti Airtel (5.13 million), BSNL (3.88 million), Atria Convergence (2.13 million) and Hathway Cable & Datacom (1.13 million).
The top five wireless broadband service providers were Reliance Jio Infocomm (419.24 million), Bharti Airtel (218.85 million), Vodafone Idea (123.12 million), BSNL (21.92 million) and Intech Online (0.23 million).
The number of wireline subscribers increased from 25.63 million to 25.97 million in August.
The number of telephone subscribers in India increased from 1,173.66 million to 1,175.08.66 million. Urban telephone subscriptions increased from 650.40 million to 651.07 million. However, rural subscriptions also increased from 523.26 million to 524.01 million.
During August, a total of 11.35 million requests were received for mobile number portability (MNP).
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.
