iWorld
Twitter announces new labels for government, state-affiliated media accounts
NEW DELHI: Twitter has announced that the micro-blogging site has started labelling accounts of government officials and state-affiliated media.
The blog read that it will focus on labelling ‘Senior officials and entities who are the official voice of the state abroad.’
For the time being, this will be applicable only to accounts from China, Russia, France, United Kingdom and the United States — the five permanent members of the United Nations Security Council (UNSC).
The blog further emphasised that this new feature is for transparency and practicality, Twitter is starting with a limited and clearly-defined group of countries before expanding to a wider range of countries in the future. “At this time, we're not labeling the personal accounts of heads of state, as these accounts enjoy widespread name recognition, media attention, and public awareness. Institutional accounts associated with their offices that changeover depending on election results will be labeled, however.”
“We believe that people have the right to know when a media account is affiliated directly or indirectly with a state actor. As part of the development of this process, we consulted with a number of expert groups, including members of the Digital and Human Rights Advisory group in Twitter’s Trust & Safety Council,” the blog post said.
Twitter will no longer amplify state-affiliated media accounts or their tweets through recommendation systems including on the home timeline, notifications, and search.
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.
