iWorld
ShareChat appoints Kartik Patiar as the new national head of Online, Media & Entertainment Vertical
Mumbai: ShareChat (Mohalla Tech Pvt. Ltd.), India’s largest homegrown social media company announced the appointment of Kartik Patiar as the senior director leading the Online and Media & Entertainment verticals nationally for ShareChat and Moj. In his new role, Kartik will be a part of ShareChat’s business team.
With a diverse experience of over 16 years across multiple sectors and industries, Kartik was previously responsible for driving the Revenue Charter at Disney+ Hotstar, as Director for LCS Sales. He has been associated with e-commerce, e-classified and food-tech industry with likes of Flipkart, OLX and Swiggy respectively, where he straddled between Business, Growth and Marketing roles. Additionally, his previous stints also include – Lenovo, Asia Pacific where he led Marketing strategy for the Asia Pacific region and has also worked with the FMCG major Mondelez in the early part of his career. He is very passionate about the Consumer Tech and Internet commerce ecosystem in India.
Commenting on Kartik’s appointment, ShareChat and Moj, chief business officer Gaurav Jain said, “Kartik has spent over a decade working in sales and marketing. His strong understanding of the industry dynamics and customer sentiment will be an invaluable experience for us at ShareChat. His incredible insights will help us further empower the Business team at India’ largest homegrown social media company and we look forward to together crafting an outstanding social experience for all our partners.”
Talking about his new role at ShareChat, Patiar said, “I am very excited to embark on this new journey with ShareChat and it is indeed a privilege to be working with some of the most talented and incredible individuals and teams. I am looking forward to contributing to the company’s strong foundations and maximizing our business efforts. I aim to positively impact our sales efforts, client relationships and new growth opportunities for the business.”
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.
