iWorld
SonyLiv brings a bunch of all new international shows across genres
MUMBAI: To live up to the promise of bringing the best of international shows, SonyLiv, India’s first premium video on demand (VOD) service, has brought an all new line-up of shows. With each passing month, SonyLiv adds fresh and entertaining content to its watch list. From romantic to thriller to drama, the platform provides the best of all to its audience to binge watch all day long. After pumping up its English and original content, SonyLiv once again brings bigger and entertaining shows.
SonyLiv now introduces all new shows from the Lionsgate’s library. Anger Management, which is a story of a divorced former baseball player Charlie Goodson turning into an anger management therapist takes you on a roller coaster ride. Whereas with Insomnia, lets you be a part of an illegal game that is held once a year in an exclusive casino where only the rich and powerful play. And, that’s not al. SonyLiv brings you the second season of ultimate thriller Mr. Mercedes and one of the most popular show, Snatch. Following the success of season 1, the second seasons of these shows are back on popular demand.
Keeping up with the growing demand, of the millennials, SonyLiv brings a bunch of interesting Korean shows with Perfect Girl, a unique story of a couple, who writes letters but have barely spoken. Imagine what happens when they bump into each other? However, on the other hand, Ex Model, revolves around a girl, who is under the spotlight, but later lands herself buried under a pile of problems.
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.
