iWorld
Vi introduces Swiggy One on Vi Max postpaid plans
Mumbai: After introducing the industry-first initiative, ‘Choice’, which enables Vi users to choose their preferred benefits across entertainment, food, travel, and mobile security, Vi telecom operator announced the addition of popular food delivery platform ‘Swiggy’ to their Vi Max postpaid portfolio as one of the benefit options for its users.
Strengthening its postpaid portfolio, Vi now offers Vi Max individual and Vi Max family postpaid Users ‘Swiggy One Membership’ valued at over Rs 2500, at no extra cost. Vi Max Postpaid users on plans Rs 501, Rs 701, REDX Plan Rs 1101 as well as Vi Max Family Plan Rs 1001, and 1151 plans will be able to access Swiggy One membership as one of the added benefits from a wide range of options.
Vi Max users opting for Swiggy One will get:
· Unlimited free deliveries on food orders above Rs 149 & up to 30 per cent extra discount on over 30K restaurants
· Unlimited free deliveries on orders above Rs 199 on Instamart
· Up to 40 per cent off on Dine out and get two additional coupons worth Rs 150/month
· 10 per cent off on all Swiggy Genie delivery fees
With this, Vi Max postpaid individual and family plan users can opt for a benefit of their choice such as: Entertainment (OTT): Amazon Prime, Disney+ Hotstar, SonyLIV and SunNXT); Travel: Easemytrip; Security: Norton 360 Mobile Security and Food: EazyDiner and now Swiggy One membership.
Vi Max postpaid plans also offer other unique benefits such as Set Your Own Credit Limit and Priority Customer Service.
To know more on the new postpaid plans from Vi, log on to https://www.myvi.in/new-connection/buy-postpaid-sim-connection-online
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.
