iWorld
RIL to plan IPO for Reliance Jio: Bloomberg
Mumbai: Reliance Industries Ltd (RIL) may launch the initial public offering (IPO) for Reliance Jio by late 2018 or early 2019 to further challenge the collective might of Airtel and the Idea-Vodafone combine, according to a Bloomberg report. Reliance Jio, which hasn’t made a profit since its official launch last year, is targeting to improve its financial performance before diluting any stake.
Reliance Jio reported net loss of Rs2.71 billion in the quarter ended 30 September 2017, though the business made profit before interest and taxes over the period. The wireless operator is “ahead of our schedule in terms of the returns” generated, Ambani said at a recent event.
A Reliance Jio listing would cap a return to the mobile market for Ambani, more than a decade after a family feud that led him to cede control of a previous telecom venture to his younger brother. Reliance Jio, which is wholly owned by RIL, launched a free-for-life call service last year that triggered a price war and consolidation in one of the world’s most crowded mobile markets.
Bharti Airtel Ltd this year agreed to absorb Tata Group’s mobile phone business, while Vodafone Group Plc and Idea Cellular Ltd announced they would merge their local operations to create the nation’s largest wireless operator. Despite being the newest entrant, Reliance Jio has accumulated more than 138.6 million subscribers, making it the fourth largest operator at the end of September, according to data from Trai.
Deliberations about a Reliance Jio listing are at an early stage, and there’s no certainty they will lead to a transaction, Bloomberg’s sources said. A representative for Reliance Industries declined to comment.
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.
