iWorld
Sep-18: Wireline broadband subscriber base continued to fall
BENGALURU: India’s broadband internet subscriber base increased 3.89 per cent or by 1.805 crore (1805 lakh or 18.05 million) in September 2018 (month ended 30 September 2018, Sep-18, period under review) according to the latest Telecom Regulatory Authority of India (TRAI) data. There were 48.170 crore (4,817 lakh or 481.70 million) broadband internet subscribers as on 30 September 2018 as compared to 44.518 crore (4,451.8 lakh, 445.18 million) at the end of August 2018. Broadband subscribers through mobile devices such as phones and dongles grew 3.98 per cent or 0.774 crore (77.4 lakh, 7.74 million) in Sep-18 to 46.289 crore (4,628.9 lakh, 462.89 million from 44.518 crore (4,451.8 lakh, 445.18 million) at the end of August 2018.
Wired internet services lost around 30,000 subscribers (0.18 per cent) in Sep-18 according to TRAI data. The total number of wired broadband internet subscribers declined to 1.799 crore (179.9 lakh, 17.99 million) in Sep-18 from 1.802 crore (180.2 lakh, 18.02 million Aug-18.
The number of broadband internet subscribers availing services through WiFi, Wi Max, Point to point, Radio, Vsat increased 81.67 per cent to 0.082 crore (8.2 lakh, 0.82 million) in Sep-18 from 0.045 crore (4.5 lakh, 0.45 million) in Aug-18.
Please refer to the figure below:
The top five broadband internet service providers constituted 97.86 per cent market share of the total broadband subscribers at the end of Sep-18. These service providers were Reliance JioInfocomm Ltd (Jio) – 25.225 crore (2,522.5 lakh, 252.25 million), Bharti Airtel or Airtel 9.929 crore (992.9 lakh, 99.29 million), Vodafone 5.182 crore (518.2 lakh, 51.82 million), Idea Cellular 4.79 crore (479 lakh, 47.90 million) and BSNL 2.012 crore (201.2 lakh, 20.12 million).
Wireless Internet
As on 30 September 2018, the top five wireless broadband service providers were Jio 25.225 crore (2,522.5 lakh, 252.25 million), Airtel 9.705 crore (970.5 lakh, 97.05 million), Vodafone 5.181 crore (518.1 lakh, 51.81 million), Idea Cellular 4.789 crore (478.9 lakh, 47.89 million) and BSNL 1.079 crore (107.9 lakh, 10.97 million). Please refer to the figure below:
The public sector BSNL continued to bleed subscribers in Sep-18. BSNL lost 0.022 crore (2.2 lakh, 0.22 million subscribers) in the month. BSNL’s wireless broadband internet subscriber base declined 2 per cent to 1.097 crore (109.7 lakh, 10.97 million) in Sep 18 from 1.119 crore (111.90 lakh, 11.19 million). BSNL’s wireless broadband internet subscriber base has declined to just half in Sep-18 from 2.195 crore (219.5 lakh, 21.95 million) as on 31 December 2017 (Dec-17) or 1 January 2018.
Vodafone’s subscriber base grew by 0.056 crore (5.6 lakh, 0.56 million) in Sep-18 as compared to Aug-18, but has declined by 0.063 crore (6.3 lakh, 0.63 million) as compared to its base as on 1 January 2018. This was because of its merger with Idea cellular in August 2018. The Vodafone India and Idea Cellular combine had to forego about 140 lakh (14 million, 1.4 crore) subscribers in six circles and revenues of more than Rs 2,000 crore in three circles as the merged Vodafone and Idea Cellular entity would breach the Department of Telecommunications (DoT)-prescribed 50 per cent cap on subscribers and revenue in the respective states.
Wireless Broadband Internet
As on 30 September, 2018, the top five wired broadband service providers were BSNL (9.15 million), Airtel (2.24 million), Atria Convergence Technologies or ACT (1.36 million), MTNL (0.80 million) and Hathway Cable & Datacom (0.75 million). Three of the top 5 wired broadband internet services providers lost about 10,000 subscribers each, while the other two – Airtel and did not show any growth.
Airtel added the highest number of wireline broadband subscribers in calendar year 2018 until Sep-18 with 90,000, followed by Atria Convergence Technologies (ACT) which added 80,000 subs during the period.
Notes: According to TRAI, Broadband internet means services with speeds equal to or higher than 512 kpbs.
TRAI provides data in millions and to the second decimal place, hence the granularity of the data in this report is 10,000.
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.
