iWorld
Reliance Jio plans soft launch on Dhirubhai Ambani’s birth anniversary
MUMBAI: Touted as the most anticipated launch in the Indian telecommunications space, Mukesh Ambani’s Reliance Jio is planning a soft launch on the late family patriarch – Dhirubhai Ambani’s birth anniversary i.e 28 December, 2015.
While Jio’s launch is being regarded as the game changer of the Digital India vision, the task cut out for the newest telecom company in the fray is not as simple as rival Bharti Airtel, which is also gearing up to launch its 4G network.
During the company’s Annual General Meeting earlier this year, Reliance Industries chairman Mukesh Ambani spoke about Jio’s commercial launch in December 2015. However, a source close to the development tells Indiantelevision.com that while the soft launch will happen in December this year, the commercial launch will only be somewhere around March 2016.
“Airtel has a full fledged 3G network across the country and hence if consumers are out of the 4G network area coverage, they can operate on 3G. However, Reliance Jio cannot follow this proposition due to unavailability of the 3G network. We are planning for a soft launch on a good day in December,” the source says.
The source also confirmed that Reliance Jio’s commercial launch, which will facilitate consumers from across 5,000 cities and towns, might get delayed to March.
Recently, Reliance Jio Infocomm signed a deal with US-based test and measurement equipment provider Keysight Technologies to test its 4G network. Analysts peg that the testing deal may have cost Reliance Jio approximately Rs 100 crore.
Ambani plans to launch 4G services in over 5,000 cities and towns across India with an approximate investment of Rs 100,000 crore. Test runs have already begun in some parts of the country.
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.
