iWorld
UP Govt Project executed by Network 18 ‘Sound of Kumbha’ nominated for Grammy
MUMBAI: Network18’s Sounds of Kumbha, a sweeping 12-track production celebrating India’s spiritual grandeur, has earned a nomination at the 68th Grammy Awards in the best global music album category.
Commissioned by the government of Uttar Pradesh as a cultural tribute to the Mahakumbha in Prayagraj and globally distributed by Universal Music India, the album brings together more than 50 artists from India and across the world. Recorded across continents, it seeks to capture the pulse and prayer of the world’s largest gathering of humanity, the Mahakumbha, which drew over 600 million pilgrims earlier this year.
Produced by Siddhant Bhatia alongside Jim “Kimo” West, Madi Das, Ron Korb, Charu Suri, Raghav Mehta, and Devraj Sanyal, the album’s ensemble is as diverse as its message. From Ravi Shankar and Bhanumathi Narasimhan to Raja Kumari, Kanika Kapoor, Aditya Gadhvi, Kala Ramnath, V. Selvaganesh, Yashraj, and Pravin Godkhindi, Sounds of Kumbha blends classical, devotional, and global sounds into one transcendent chorus.
At its heart, the album echoes the spirit of “Vasudhaiva Kutumbakam,” one earth, one family, one future, embodying Mahakumbha’s message of peace and unity.
“The whole world is one human family, and we belong to one light, one spirit,” said Ravi Shankar. “This message comes alive through the music of Sounds of Kumbha.”
Producer and composer Siddhant Bhatia called the Grammy nod “a tribute to oneness”, adding, “The Mahakumbha united over 500 million souls in prayer and purpose. Its recognition on the Grammy stage reminds us that faith and music together can heal, unite, and uplift our world.”
With Sounds of Kumbha now resonating on a global stage, India’s eternal festival of peace has found a timeless new voice, one that sings of harmony beyond borders.
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.
