iWorld
Tata Play offers industry-first OTT PaaS solution for emerging markets
Mumbai: Tata Play, India’s leading content distribution platform providing pay-TV and OTT aggregation services today announced the launch of the Tata Play Binge PaaS for OTT aggregators across the globe. The first project collaboration to that effect is with Philippines’ leading Pay-TV provider, Cignal TV.
Tata Play’s aggregator solution will empower users to watch content from multiple OTT apps by downloading one app, with one subscription and on one screen. While the promoter company focuses on tying up with various OTT partners and acquiring subscribers in the region, Tata Play will manage its end-to-end technology platform, over the cloud.
Talking about this development, Tata Play MD & CEO Harit Nagpal said, “Tata Play Binge software architecture is now available as PaaS, providing end to end development and deployment opportunities. Apart from providing the software architecture, our partner companies will also benefit from Tata Play’s learnings over the years in areas of forging commercial partnerships, recommendation engine, subscription management, analytics, and much more. With the launch of this enterprise solution, we have now created a unique OTT content aggregation and distribution ecosystem.”
Cignal TV president & CEO Jane J Basas said, “We are keen on an OTT aggregation product as a natural evolution of our service and recognize the success of Tata Play Binge in this space as a model to follow. We are in advanced stages of finalising our engagement, targeting go-to-market in less than a year.”
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.
