iWorld
The biggest buzz on Facebook in 2020
KOLKATA: This year brought a wave of surprises which united people across countries and made them realise the power of doing ‘More Together’ while practicing social distancing. As we prepare ourselves to embrace what the coming year has in store for us, Facebook has given glimpses of some of the moments that united people across its family of apps.
For instance, people came to Facebook to commemorate the figures who left a lasting legacy around the world. Kobe Bryant’s passing was this year's most discussed moment on Facebook, with the US, Mexico and Philippines sharing the most posts and photos celebrating his life. US Supreme Court justice Ruth Bader Ginsburg was commemorated in more than six million posts in one day across Facebook and Instagram, with many using the hashtag #restinpower. The passing of prominent personalities including Irrfan Khan, Rishi Kapoor, Sushant Singh Rajput, S P Balasubrahmanyam, and Pranab Mukherjee echoed deeply in the conversations in India.
The incident which reshaped the year, Covid2019, was also discussed highly. Throughout March, more than 1.5 million Spaniards posted to express their gratitude for medical staff using #aplausosanitario. Instagram and Facebook Live views doubled in Italy when lockdowns hit, as residents sang on balconies and broadcasted under quarantine. Meanwhile, in the US, Facebook Live viewership jumped 50 per cent, with many tuning into fitness classes, connecting with artists and more. Live broadcasts in India tripled in June 2020 compared to the same time last year. With the launch of the fundraiser feature in India, ‘I for India’ fundraiser concert witnessed over 85 artists raise funds for people affected by the pandemic.
Facebook’s global community elevated important issues that mattered to them more than ever. In the three weeks following George Floyd's death, conversations around Black Lives Matter tripled, with an average of 7.5 million mentions on the platform every day. With 1.8 million members, The Blackout Coalition — a FB group supporting Black businesses, is the No.1 largest group among US users.
People used Facebook platforms to build and maintain community, even at a distance. Communities rallied to shop local, as more than 47 million stories using the ‘Support Small Business’ sticker were created on Instagram globally in the past three months. With in-person services on hold due to Covid2019lockdowns, the holiday week of April 6 (Easter and Passover) was the biggest for group video calls on Messenger and the most popular week of Facebook Live broadcasts from spiritual pages, ever.
With Diwali being a big cultural moment in India and social interactions taking a virtual route, more than four million people across the country made over 7.5 million posts and comments about Diwali on Facebook from 20 October till 10 November. Uniting the whole nation as well as cricket enthusiasts from across the globe, Indian Premier League (IPL) 2020 was a big conversation driver, registering as many as 10 million mentions on Facebook led by fervent fans around the world.
With stakes high, people came to the platforms to make their voices heard. Kamala Harris’ vice presidential selection announcement was the most mentioned moment in August, drawing more than 10 million posts in one day. Further to that, her Indian lineage acted as a catalyst for conversations in India around her appointment. Nearly all adults on Facebook and Instagram in the US saw access to our Voting Information Center, which offered authoritative information on how to register to vote, and well as key facts about voting deadlines.
More than 1.3 million people globally contributed to the years’ largest Facebook fundraiser, its largest ever, raising more than $35 million to provide relief for those affected by the Australian wildfires. To date, more than 2.6 million people have raised more than $87 million through Facebook Fundraisers this year to combat climate change, promote ocean clean up, animal protection efforts, and much more. In India, communities witnessed fundraiser concerts including ‘#BeForBENGAL’, held on World Music Day to raise funds for the victims of Amphan, along with many others.
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.
