iWorld
ShemarooMe unveils ‘13 Weeks. 13 Stories’ campaign this festive season
Mumbai – As the vibrant festive season approaches, ShemarooMe presented its latest offering: ‘13 Weeks. 13 Stories.’ This initiative aims to create moments of joy, connection, and celebration by inviting families and friends to gather and experience captivating narratives that reflect the essence of Gujarat.
Starting this October, viewers can look forward to a fresh story every Thursday, immersing themselves in the vibrancy and diversity of Gujarati tales. ‘13 Weeks. 13 Stories’ features a specially curated selection of 13 remarkable titles, showcasing a blend of drama, thriller, comedy, and heartfelt tales that bring the richness of Gujarati films, plays, and web series directly into homes. Notable films include the National Award-winning Hellaro, the record-breaking box office hit Jhamkudi, and the most awaited thought-provoking political movie Raado. ShemarooMe exclusive plays and web series include Khel Khele Khelaiya, Manas Matra Lafda Ne Patra and both seasons of Santa Kukdi. The collection will also showcase titles such as Jay Shri Krish, Vitamin She, Maru Man Taru Thayu, Paghdi, alongside Taari Sathe, Maunam.
At a time when there is a lack of regional content and streaming platforms are competing for viewer attention, ShemarooMe distinguishes itself by delivering new and engaging content to its loyal audience. The platform’s commitment to quality content is evident in the diverse genres and formats of the stories. With a rich legacy of delivering exceptional content, ShemarooMe has solidified its status as the go-to platform for award-winning Gujarati films and shows.
Shemaroo Entertainment Ltd., COO- digital business, Saurabh Srivastava said, “As we embrace the festive season, we’re thrilled to offer ShemarooMe viewers 13 unique stories in 13 weeks. As a platform celebrating Gujarati content, we want our viewers to explore the diverse offerings available on ShemarooMe. In today’s fast-paced entertainment landscape, the demand for high-quality content is ever-growing, and consumers are becoming more discerning, seeking relatable content. ShemarooMe is dedicated to staying at the forefront of this demand. We want to bring our audience fresh content in their native language that promises to entertain, inspire, and connect.”
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.
