iWorld
Shemaroo Entertainment expands DCB Services for ShemarooMe with four new telecom operators
Mumbai: Shemaroo Entertainment, one of India’s leading media & entertainment conglomerates, takes a significant leap in its expansion in the global telco, ISP (Internet Service Provider), and OEM (Original Equipment Manufacturer) landscape by collaborating with four international telecom operators to extend its OTT platform, ShemarooMe. In this strategic move, partnerships with Zain, STC, and Mobily in Saudi Arabia, along with Vodafone in Qatar, facilitated by DCB (direct carrier billing) partners, 3A net and one97 communications, showcase Shemaroo’s commitment to delivering diverse entertainment experiences worldwide.
This collaboration not only broadens ShemarooMe’s presence but also introduces a convenient payment option for telecom operators’ customers through its direct carrier billing (DCB) partners. Users will have the flexibility to subscribe to ShemarooMe through their mobile operator’s payment gateway.
The expansion, reaching around 29 telecom providers across Southeast Asia, SAARC, and the MENA region, perfectly aligns with Shemaroo’s vision of transcending entertainment barriers, providing high-quality content across borders while meeting a diverse range of viewer preferences.
Shemaroo Entertainment Ltd chief operating officer – digital business Saurabh Srivastava said, “Shemaroo Entertainment takes immense pride in advancing our content’s global reach. Our venture into new territories through partnerships with four international telecom operators is a noteworthy step in this endeavour. This strategic move not only broadens our reach but marks a significant milestone in our mission to bring diverse and quality entertainment to audiences worldwide. We anticipate further collaborations as we persist in our global expansion journey.”
With plans to integrate ShemarooMe OTT with more telecom operators, Shemaroo is solidifying its position as a global entertainment leader, embracing technological advancements to deliver captivating content to audiences worldwide.
The ShemarooMe OTT app, available in over 150 countries, offers a vast library of 7000 plus hours of content across Bollywood, regional, devotional, and kids genres, presented in Hindi, Gujarati, Marathi, and Punjabi languages.
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.
