iWorld
Short videos drive over 47 per cent consumer choices: ShareChat & Moj Report
Mumbai: As the festive fervour sweeps across India, a notable shift in consumer behaviour is being observed with almost half of (47 per cent) of Indian consumers being influenced by short-form videos while making their purchases, cities “Short Form Big Impact: Festive Blueprint”, a report by social media platforms ShareChat & Moj.
Short-form videos have become a staple in the daily lives of Indian consumers as 81 per cent consumers actively watch bite-sized form of content. Increasingly influential among consumers aged 25-44, almost 50 per cent of them base their purchase decisions on the content they consume on short video platforms.
Key Highlights
● Influence of Short videos: The more India watches short-form videos, the more its purchase decisions are influenced by them. 59% of those who watch more than 60 minutes make purchase decisions based on short-form videos.
● Native language supremacy: 86% of India wants content in their regional language, with 84% finding content in their regional languages more relatable and trustworthy. 45% of India makes purchases based on videos from creators in their native language.
● Rise of micro influencers: In Tier 3 cities, purchase decisions are most influenced by creator-led videos. 70 per cent of creators create more content around and during festivals, with 79 per cent of them garnering an increase in user engagement on creator-led content.
● Festive must-haves: The top trending choices for consumers are clothing, home decor and gifts, followed by beauty, food and electronics.
● Brand affinity: Around 34 per cent of shoppers are open to exploring new brands, making this a key moment for brands to shine. In the West, 39 per cent of Indians are ready to experiment with new brands, showing a strong sense of curiosity. On the other hand, the South showcases brand loyalty, with 68% preferring their trusted favourites.
“We are living in a transformative era where short videos are driving purchase decisions for most of the Indians. As India gears up for the festive season, platforms like ShareChat and Moj offer brands a unique opportunity to engage with consumers in a meaningful way and drive authentic connections. By leveraging the power of short-form content, regional language preferences, and trusted creators, brands can optimise their impact and drive significant sales.”
“In this new shopping landscape, that has shifted majorly from traditional means to the consumers’ fingertips, we are proud to be acting as a bridge between consumers and brands. Brands have continued to receive returns through platforms such as ours, with a deep understanding of culture and language, fueled by creativity and strong strategic solutions adapting to evolving needs of today’s consumer.” said ShareChat and Moj chief business officer Gaurav Jain.
Short videos have become a key factor in shaping consumer behavior in India, evolving from brief moments of scrolling to capturing a significant portion of India’s daily screen time. Nearly 50 per cent of Indians watch short-form videos for more than 30 minutes a day, with 29 per cent spending more than 60 minutes a day, with women for both. The more time India spends on these videos, the more they shape decisions—showing the unexplored potential of short-form content. Short-form videos are not just a metro or Tier 1 phenomenon—they have a widespread influence across all regions. Moreover, purchase decisions in Tier 3 cities are more influenced by short-form videos, with 49% making decisions based on them, compared to an average of 45.7 per cent in other regions.
The survey encompassed insights from 6,000 users and 100 creators on ShareChat and Moj platforms, aiming to comprehend their festive activities, language preferences, and relationships with regional creators It encompassed people from diverse backgrounds and helped pinpoint a significant trend—the profoundness of short-form videos in swaying consumer behaviour. To access the full report, please visit https://ads.sharechat.com/research-and-insights/short-form-big-impact-festive-blueprint
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.
