iWorld
Trai asks sparring telcos, satcom players to provide submission on 5G auction by 15 Feb
Mumbai: The Telecom Regulatory Authority of India (Trai), which is expected to submit its final recommendations on various aspects of 5G spectrum auctions in March, has asked telecom companies and stakeholders to provide their additional submissions before 15 February, especially with details around methods for valuation of the spectrum.
The submissions were invited during an open house discussion held by Trai, where telecom operators and satellite players remained sharply divided.
According to the PTI release, the telecom regulator had earlier recommended the base price of the proposed 5G spectrum in 3,300-3,600 MHz band at about Rs 492 crore per MHz unpaired spectrum on a pan-India basis. Telecom operators interested in buying radiowaves for 5G will have to shell out a minimum of Rs 9,840 crore on a pan-India basis to buy spectrum in the 3,300-3,600 Mhz band. If the telecom operators’ demands are met then the medium band spectrum should cost them only Rs 492 crore at the base price.
Major telecom players suggested that Trai should fix the base price of the 5G spectrum in mid-band and high-frequency bands using international benchmarks. They recommended the regulator to map international pricing benchmarks at the telecom circle level by using a matrix of average revenue per user, GDP of the country, etc.
Meanwhile, satellite players opposed telecom operators’ demand to auction a high-frequency range of 27.5- 28.5 GHz.
Satcom players are of the opinion that as per global practice, 27.5-28.5 GHz have never been auctioned, and hence should be allocated administratively in India as well. Providing in-flight services and maritime connectivity to 500 vessels in the 28 GHz and allocation of this frequency will adversely impact the company’s operation, they said.
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.
