iWorld
SonyLIV 2.0 seeks to refresh through new-age, youthful vibe
KOLKATA: While the lockdown demotivated many, it did not stop OTT platform SonyLIV from taking a bold stop. With new content in-store, SonyLIV is reviving itself as SonyLIV 2.0. A new team which took up the role to lead the platform last year has reimagined the transformation. As the streaming war in India continues with Amazon Prime Video, Netflix, Disney+ Hotstar, ZEE5 and MX Player being leading names, the rebranding is likely to give leverage.
“We wanted to become more new-age, youthful, user-friendly. That was one thing which we wanted to say through the new logo design. Secondly, the V of LIV also resembles the tick mark. So, the entire design came from the fact that this is the right choice of entertainment,” said SPN digital business marketing head Aman Srivastava. The new logo emphasises the ‘liv’ part in a bright yellow colour in contrast to a colourful background with streaks of purple, blue and orange.
Srivastava said they are informing existing customers about new content through notifications and emailers. Moreover, there is a way to interact with these consumers on the app itself. Apart from that, he adds that SonyLIV has been present on all digital and audiovisual platforms which provides it with the right kind of target audience including its network channels, major platforms like Facebook, Twitter, Instagram, etc. He added that SonyLIV was always well-played from a distribution point of view as its available across devices, platforms and telecom players.
He is also confident about customer retention even after the lockdown easing as it will have new content every week. Moreover, he added that live sports has also started and the sports fans are coming in and there might even be some more new sports content. As television shootings have resumed, catch-up content will also come back. Together, original, live sports, catch-up content will keep subscribers engaged.
Just after the launch, SPN digital business and SET content head Ashish Golwalkar said that it would start the journey with Hindi and English content. Although the English library has always been heavy of the streaming platform, it has now collaborated with the best creative minds of the country for good local content.
“Currently, we are starting with Hindi and English content. In English content, we have content from Sony Pictures Television, our own studio. We have acquired some content from ITV and NBC. We have an existing Lionsgate library. We have a rich rapporteur of English content. Now, we are launching with Your Honour. We will launch five shows in the next two months. We have content planned for Hindi, Marathi and English. We have very enriching content from TVF as well,” he said.
Golwalkar admitted that the space is highly competitive but even then he feels there is a lot of space for content in certain genres like comedy or content that is Indian in approach. According to him, there is not much content in the genre. The online content that is coming from India is revolving around crime, thriller and dark subjects. There are a lot of other stories that can be told and that will allow SonyLIV to create a niche for itself. He added that they would be launching around 15-20 originals in the next 12 months. Some of the content can be dubbed in major regional languages in the coming days.
The first original with which the rebranded platform started the journey was Your Honor, Created by Applause Entertainment. Deepak Segal, the content head of Applause Entertainment said that it is one of format among six which were acquired from Israel. The show was first adapted and produced by it and then SonyLIV was approached. It has three shows coming up on SonyLIV.
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.
