iWorld
SonyLiv to present Piyush Mishra starrer ‘Kathakaar’
MUMBAI: Sony Pictures Networks’ (SPN) digital entertainment platform SonyLiv, is known to stay at the forefront with its rich and exclusive content offering to its viewers. The platform is now presenting the movie- Kathakaar to its audiences on 19 December.
The film is in line with SonyLiv’s association with the film division of Whistling Woods International (WWI), Connect1. Renowned actor and lyricist Piyush Mishra plays the lead in the short film.
“We are delighted to showcase Kathakaar exclusively on our platform. The narrative is powerfully evocative and we hope our viewers will enjoy watching it.Through our association with the film division of Whistling Woods International, we aim to present more exclusive and riveting entertainment to our viewers in the near future,” said SPN EVP and head digital business Uday Sodhi.
Conceptualised by the students from WWI, the movie was also one of the semi-finalists in the Foreign Narrative Category at 43rd Annual Student Academy Awards. The film is directed by Abhimanyu Kanodia, produced by Shraddha Singh and Naveed M, captured by Mitesh Parvatneni, edited by Pavi Trehan and sound designed by Kunal Lolsure.
Kathakaar is the story of Prakash, an old theatre projectionist who loses his job owing to changing technology and goes back to his native village. Depressed with this sudden loss of job, he struggles to figure out what to do with his life. After he succeeds in making a crying child laugh with his storytelling skills, he gathers his confidence, takes a chance to become a storyteller for the entire village, thereby rediscovering his passion. The narrative of Kathakaar, welcomes this new beginning in the life of Prakash.
Mishra added, “With Kathakaar, I went purely with my gut feeling. I reject a lot of scripts, but there was an X Factor about this one. I also had a question in mind as to how so much could be projected in such a short time span of 10 minutes. As an actor, the character I play grabbed my interest. Having said that, I had no clue that the film would be so well made, and would go on to do so well.”
The film has so far won 13 awards, including 3 international awards and has been officially selected at 26 film festivals across the globe. Amongst international honours, the film has bagged awards at renowned film festivals such as the 5th Vancouver International South Asian Film Festival, 5th Washington D.C. South Asian Film Festival, Washington D.C., II International Motivational Film Festival, Russia and 6th Jagran Film Festival, Mumbai.
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.
