iWorld
Tata Play’s World TV Day campaign celebrates TV’s emotional connection with viewers
Mumbai: Tata Play, one of India’s largest distribution platforms, dropped its brand-new digital campaign to celebrate the occasion of World Television Day. #HarTVJingalala digital campaign pays homage to the enduring role of television in bringing joy and connection to families across generations. The campaign conceptualised and developed by Chimp&Z Inc. embraces the nuances of old vs new, while ensuring that Tata Play’s connection keeps entertainment a constant fixture in people’s lives.
A TV comes to life when it’s partnered with jingalala connections like Tata Play. #HarTVJingalala campaign beautifully captures the melancholy of an old TV set that is being replaced, personifying the ache of someone who has been a part of a family for long but must bid its adieus. The advanced TV set on the other hand, celebrates new beginnings with a promise of making entertainment more vivid and fun.
The dialogue exchange between the two sets showcases the range of emotions from personal camaraderie to silent love exchanges to collective cheers that echoes the room. The old, discarded television set is seen passing its wisdom to a new set being installed in the house, whereas the new set is shown beaming with excitement knowing it can be easily plugged into a Tata Play connection to create the same Jingalala experience as before. The film ends with a twist where both the television sets find a place in the same home speaking of the ease of installment and extension of multiple connections that Tata Play offers.
The campaign was released on Monday across Tata Play’s social media handles and instantly struck a chord with audiences who widely engaged with the video. #HarTVJingalala is receiving lots of love and affection from the viewers and brands equally.
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.
