iWorld
Reliance Jio loses 9.3 million wireless subscribers in January: Trai
Mumbai: Telecom major Reliance Jio lost 9.3 million wireless subscribers at the end of January, as per subscription data released by Telecom Regulatory Authority of India (Trai).
Bharti Airtel added 714,199 wireless subscribers during the same period. Vodafone Idea and BSNL lost 389,082 and 377,520 wireless subscribers, respectively at the end of January, the data revealed.
The total wireless subscribers decreased from 1,154.62 million to 1,145.24 million at the end of January. The wireless subscription in urban areas decreased from 633.34 million to 627.12 million. Similarly, rural subscriptions also declined from 521.28 million to 518.13 million during the same period.
According to Trai, there were 1006.57 million active wireless subscribers in the month of January out of which Reliance Jio had 368.53 million, Bharti Airtel had 349.99 million, Vodafone Idea had 228.81 million and BSNL had 58.64 million active subscribers.
During the month, as per information received from 616 broadband operators, Trai reported a decrease in broadband subscribers from 792.08 million to 783.43 million. Out of these, 26.65 million were wired subscribers, 755.66 million were wireless subscribers and 1.12 million were fixed wireless subscribers i.e., Wi-Fi, Wi-Fi Max, point-to-point radio, and VSAT.
The top five broadband service providers constituted 98.46 per cent market share of the total broadband subscribers at the end of January. These service providers were Reliance Jio Infocomm Ltd at 411.23 million, Bharti Airtel at 210.75 million, Vodafone Idea at 121.08 million, BSNL at 26.25 million, and Atria Convergence at 2.04 million subscribers.
The top five wired broadband service providers were Reliance Jio Infocomm Ltd at 4.83 million, Bharti Airtel at 4.33 million, BSNL at 3.90 million, Atria Convergence Technologies at 2.04 million, and Hathway Cable & Datacom at 1.10 million subscribers.
The top five wireless broadband service providers were Reliance Jio Infocomm Ltd at 406.39 million, Bharti Airtel at 206.42 million, Vodafone Idea at 121.07 million, BSNL at 22.35 million, and Intech Online at 0.21 million subscribers.
The total number of telephone subscribers in India decreased from 1178.41 million to 1169.46 million. Urban telephone subscriptions decreased from 655.20 million to 649.38 million and rural subscriptions decreased from 523.21 million to 520.08 million.
Wireline subscribers increased from 23.79 million to 24.21 million at the end of January.
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.
