iWorld
Sony LIV launches microsite for Boogie Woogie
MUMBAI: As the iconic dance reality show, Boogie Woogie, returned on television sets after a four-year long wait, Sony LIV has launched a microsite which allows viewers to catch up on all the current and archived episodes. The microsite is http://www.boogiewoogie.in <http://boogiewoogie.sonyliv.com.
Sony Entertainment Network executive vice-president –new media, business development and digital/syndication Nitesh Kripalani said, “Boogie Woogie has been the longest-running and one-of-the most successful dance shows on Indian television. Sony LIV gives viewers the opportunity to tune in to the new season without losing the thread of the show’s running episodes. Diehard viewers can catch up with missed episodes using Sony LIV’s online platform. As an added bonus, true blue fans of one of the most entertaining and beloved shows on television can even relive the fun moments of earlier seasons from its 15 year stint through our archives online.”
In addition, new features have been introduced to enhance viewer engagement with the show. These include: Boogie of the day: Sony LIV users can vote for their favourite, dance videos depending on which contestant they like best and I am a street dancer: Users can upload videos of their kids dancing ‘Boogie Woogie style’ and thus share it with fellow dance lovers on the site.
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.
