iWorld
Tata Play announces affordable packages for its subscribers
Mumbai: Tata Play (formerly known as Tata Sky) on Tuesday announced new affordable packs for its subscribers. With the Hindi ‘Super Value Pack’ for Rs 249, subscribers can now watch movie and drama channels from Star, Sony, Colors, and Zee, plus 203 other channels.
Tata Play has also launched a mass campaign to raise awareness about value packs, starring Kareena Kapoor and Saif Ali Khan in Hindi-speaking markets and Madhavan and Priyamani in South Asian markets.
Tata Play managing director and CEO Harit Nagpal said, “Entertainment is a basic human necessity. However, rising prices are forcing people to make a choice between necessities like food and fuel and discretionary spending like entertainment. As the country’s largest content distributor, we take it upon ourselves to make entertainment more affordable.”
Marathi super saver pack contains Colors Marathi, Zee Marathi, Star Pravah, Sony Marathi, Zee Talkies, Pravah Pictures, Star Utsav, Sony Pal, Zee Anmol, Colors Rishtey, plus 203 other channels for Rs 199 only. Gujarati super saver pack contains Star Plus, SET, Colors, Zee TV, Colors Gujarati, Colors Gujarati Cinema, Star Gold, Sony Max, Zee Cinema, Colors Cineplex, plus 203 other channels for Rs 249 only.
Bangla super saver pack contains Star Jalsha, Zee Bangla, Sony Aath, Colors Bangla, Jalsha Movies, News 18 Bangla, Zee Bangla Cinema, Colors Bangla Cinema and 203 other channels for Rs 199 only. Odia super saver pack contains Zee Sarthak, Tarang TV, Colors Odia, Siddharth TV, Star Kiran, Alankar, and News 18 Odia, plus 203 other channels for Rs 199 only.
Kannada super saver pack contains Colors Kannada, Zee Kannada, Udaya TV, Star Suvarna, Udaya Movies, Star Suvarna Plus, Colors Super, Zee Pichar, Colors Kannada Cinema, News 18 Kannada, plus 203 other channels for Rs 209. Tamil super saver pack contains Sun TV, Star Vijay, Zee Tamil, Colors Tamil, KTV, Vijay Super, Nick, Sony Yay, Jaya TV, Raj TV, Star Sports Tamil and 203 other channels for Rs 209.
Telugu super saver pack contains ETV Telugu, Star Maa, Gemini TV, Zee Telugu, Star Maa Gold, Gemini Movies, Star Maa Movies, Zee Cinemalu, Kushi TV, ETV Cinema, plus 203 other channels for Rs 209. Malayalam super saver pack contains Flowers, Asianet, Zee Keralam, Surya TV, Surya Movies, Asianet Movies, Kochu TV,News 18 Kerala,Surya Comedy, Asianet Plus, and 203 other channels for Rs 209.
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.
