iWorld
Reliance Jio places €7 million order with Saft for battery systems
MUMBAI: Reliance Jio Infocomm has placed an order worth €7 million with Saft for the supply of its state-of-the-art Evolion lithium-ion (Li-ion) battery systems, to support the next phase in India’s 4G/LTE (Long Term Evolution) roll-out programme.
Reliance Jio Infocomm is currently the only pan-Indian 4G/LTE operator.
This new order builds on the success of past orders placed in 2013 and 2014 by Reliance Jio Infocomm for Saft’s Evolion systems, for an amount of €50 million.
These batteries have now been rolled out in more than 16,000 4G/LTE Base Transceiver Station (BTS) sites across India, where they provide backup power in case of interruption of the main power supply, guaranteeing total continuity and availability of Reliance Jio Infocomm’s mobile network.
India’s vast geography and wide range of climate conditions represent a significant technical challenge for batteries. The Evolion battery concept has been developed to ensure reliability and service life for telecom installations operating at temperatures in the range of – 40 degree C to + 75 degree C and in high humidity conditions.
In addition, Evolion is also around half the size and only one quarter of the weight of a conventional telecom battery, freeing up space and making it easier and safer for operators to transport, handle and install.
“Our backup battery systems play a key role in guaranteeing the reliability of telecom networks at all times, which is crucial to the successful expansion of 4G/LTE services. I am thrilled by Reliance Jio Infocomm’s renewed trust in Saft’s Evolion modules, which again demonstrates the quality of our backup battery systems and their ability to ensure reliability and maximize life of service for our clients’ infrastructures in the most challenging conditions,” said Saft’s Industrial Battery Group general manager Xavier Delacroix.
To support the intensive deployment of the Evolion battery systems, Saft is also providing a dedicated service for RJIL for life cycle support across the entire installed base. Deliveries are scheduled to take place during the second quarter of 2015.
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.
