iWorld
Saregama launches first ever keypad phone with pre-loaded songs
Mumbai: Saregama has launched Carvaan Mobile. It said that this is a utility-based product that not only serves functional needs but at the same time gives an added feature of pre-loaded songs, which it claims is unheard of in the keypad phone market.
Carvaan Mobile is a first ever keypad mobile with pre-loaded songs, speakers, a long-lasting battery, dual sim, FM, a LED torch and other features. Saregama plans to launch the phone in all regional languages.
Just as Carvaan reinstated a lean-back listening experience for its users with pre-loaded songs, Carvaan Mobile aims to do the same while being on the go. It is a one-in-all mobile for users who still swear by the keypad phone experience. Pre-loaded songs are organised based on artists like Lata Mangeshkar, Asha Bhosle, Kishore Kumar, Md. Rafi, and many other legendary artists, moods like happy, sad, etc., for seamless and hassle-free selection of songs by the users. No internet is required to play pre-loaded songs, and there are no ad breaks to disturb the listening experience.
Apart from 1500 pre-loaded Hindi songs, the phone is power-packed with features like wireless FM, digital camera, LED torch, aux out, multi-language support, voice recording, call recording, dual sim, 8GB memory card with 2GB free space for any personal music collection, videos or images, and many other features.
According to the company, it has a large display and a 2500 mAh battery for a long talktime. It comes loaded with a MediaTek processor, which gives the phone superfast processing power and an unmatched user experience. It is backed by a one-year warranty too.
Carvaan Mobile comes in two screen sizes-2.4 inch and 1.8 inch, priced at Rs 2,490 and Rs 1,990, respectively. There are three colours to pick from: emerald green, classic black, and royal blue.
It is currently available in Hindi and Tamil across retail markets and e-commerce platforms like saregama.com, Amazon and Flipkart.
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.
