iWorld
Reliance Jio to maintain ARPU lead over Airtel, Vodafone Idea
MUMBAI: Indian telecom company, Reliance Jio, is most likely to maintain its lead on average revenue per user (ARPU) over its rivals Bharti Airtel and Vodafone Idea. The telco’s strategy in the market has paid off well by selectively choosing an inordinate share of 4G smartphone users and continuing to attract them with reasonable high-end voice and data offers.
However, on Wednesday Jio posted a fall in its ARPU to Rs 131.7 for the July-September period from Rs 134.50 in April-June and from Rs 156 a year back. This was the third straight quarterly dip in ARPU for the telco but still anticipated to fare better than Bharti Airtel and Vodafone Idea, which stands with an ARPU at Rs 96 each.
For the time being, Reliance Jio exhibits an average 35 per cent more ARPU than its rivals, Airtel and Vodafone Idea.
Speaking to Economic Times, Bharti Airtel former CEO Sanjay Kapoor said, “While Jio’s strategy was centred on garnering and retaining high-paying subscribers, its rivals dominated the lower paying subscriber markets”.
Further explaining, “Incumbents, on the other hand, have a reasonably large number of customers, in the featurephone segment, who are voice-only users and have extremely low ARPU of less than Rs 30,” added Kapoor.
And according to Kapoor, Jio is the current thought leader of the market and is likely to determine the future ARPU trends in the Indian telecom market.
KPMG head of technology media and telecom Mritunjay Kapur explained that Jio has been trying to maintain its ARPU and most probably will continue to have ARPU higher than the current industry average based on its voice, data and media & entertainment strategy.
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.
