iWorld
Telecom sector continues to be highly taxed: Sunil Mittal
MUMBAI: Speaking at India Mobile Congress 2018, Bharti Airtel chairman Sunil Mittal said telecom sector continues to be highly-taxed just like the tobacco industry. He also urged that the issue of high levy needs to be resolved and mentioned it as a deterrent to PM Narendra Modi’s digital India vision. He also added that the industry is a heavy capital-intensive industry, requires laying of fibre and heavy investment in networks.
“Telecom levies are as high as 37 per cent. Spectrum fee and licence fee are very high coupled with GST at 18 per cent,” said Mittal.
However, he thanked Telecom minister Manoj Sinha and secretary Aruna Sundararajan for the new telecom policy, NDCP 2018, as it includes all important elements. But he also mentioned that the policy clearly acknowledges that revenue maximisation is not the objective.
"There is also one overarching objective of previous policy and also enshrined in NDCP that revenue maximisation is not the objective…Then why operators and Department of Telecom are under litigation for revenue maximisation," Mittal added.
He also spoke about the consolidations happening in telecom sector across the world. The consolidation process hasn’t happened in an orderly way in India other than the Vodafone-Idea merger.
“India's (telecom sector) consolidation hasn't happened in an orderly fashion with $59 billion wiped off, although the merger of Vodafone and Idea has happened and we are happy with that,” Mittal commented.
Explaining the consolidation trends in other countries, he mentioned China and the US. While the upcoming merger of T-Mobile and Sprint would lead to three telecom players in the US, China is also moving towards a two-player market.
While he believes India is not lagging behind in adopting 5G technology, he urged the government to come up with consultations on making fibre a national asset.
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.
