iWorld
Tata Communications delivers live F1 video feeds to Chello DMC
MUMBAI: Tata Communications recently announced that it is providing the official F1 licensee/broadcaster Chello DMC live Formula-1 video feeds via its wholly owned fibre network for the first time this season.
The high quality video feeds, broadcast on Dutch sports channel – Sport1 – will be used for the channel’s full 2014 race season coverage.
Tata Communications is the official connectivity provider of Formula 1 and by giving Chello DMC access to the video feed it stands to benefit from the deal. Six live feeds and an additional unilateral feed from all 19 races this season will be distributed via the fibre network for broadcast on the Sport1 channels and via the Sport1 app.
The investment in fibre by Chello DMC is in line with its wider strategy to provide clients, such as Sport1, with the expertise and technology to increase the value of its broadcast content through improved quality, choice and cost efficiencies. By using Tata Communications’ fibre network for delivery, Sport1 now has the opportunity to provide its subscribers with not only a complete race overview, but also additional services, such as onsite commentary, across all devices.
Chello DMC VP & GM Jelmer Kleingeld said in a press statement: “Formula 1 is one of the most popular spectator sports in the world. As the Official Connectivity Provider of Formula 1®, Tata Communications already has the major fibre operations in place making it possible for us to pick up high quality content at an improved latency rate. We are committed to providing a highly innovative service to our client Sport1 and this new distribution capability opens up greater possibilities for the services we can provide to our clients in the future.”
Consumer demand for high quality, live content across different platforms is growing, and at the heart of this change is the transition towards fibre networks to deliver the highest quality live and file-based video, securely and to numerous devices (televisions, tablets, smartphones and laptops). The secure and massive bandwidth provided by our fibre helps broadcasters to effectively monetise their rights, especially for live events.
Tata Communications CEO – Growth Ventures Rangu Salgame added: “For Tata Communications this is another important development in our role as Official Connectivity Provider of Formula 1® and proven track record in providing global media solutions to our clients. By delivering the highest quality video feeds over our wholly-owned fibre network we are able to offer clients of Formula One Management, such as Chello DMC, enhanced experiences.”
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.
