iWorld
Videogram to deliver what YouTube can’t; targets entertainment, sports & fashion
MUMBAI: Why buffer the entire video on YouTube when you are interested in seeing only a particular part? Because there is no other option available? Now, there is a brand that has gone deep into the mind of video streaming consumers to understand their problems and has come out with an innovation called Videogram.
Videogram enables users to see a particular part of the video without buffering the entire piece. Such a product is definitely welcome in a country like ours where we are still grappling with bandwidth issues.
Co-founded by two Indians – Sandeep Casi and Rahul Golecha, Videogram is a global entrepreneurial venture offering innovative video solutions. Founded in 2012, the venture is a flagship product of Silicon Valley based Cinemacraft, headquartered in Tokyo.
“While the entire world was happy with the streaming services and techniques available, we were brainstorming to find a solution because we repeatedly saw people wasting their time and data seeing the entire video while they were interested in watching a particular part. That’s where Videogram came into picture,” says Golecha.
“We wanted to add transparency, give people more options and empower them by giving facility of summary based video streaming where a particular part can be promoted and emphasized on,” he further informs.
When asked how companies can benefit through this streaming service, Golecha says, “Apart from social media, Videogram can be a bright tool for brands also. Take the case of BMW, wherein the TVC covers every aspect like engine, elegance, interior, exterior finishing and all. However, if one has to see only the engine, he can directly go there and doesn’t need to go through the entire video. So Videogram gives these added options, which if used properly can make a big difference. The entire concept behind Videogram is to provide multiple avenues in one video and disrupt the linear methodology.”
Having recently worked with the Indian Premier League (IPL) franchise Rajasthan Royals, the company is buoyant with the response it has got from brands and consumers alike. Indian media and entertainment houses like Yash Raj Films, Dharma Productions, Born Free Entertainment, Tips Industries, Pocket Films and Star Plus amongst others have also taken to using Videogram.
Globally, the company has worked with Fox Pictures, Sony Pictures, Capitol Records, Disney, HBO, Jennifer Lopez, L’Oreal, Warner, CBS, ABC, ESPN Turner Broadcasting and others.
“So far, we have managed to rope in a lot of brands and all of them have been satisfied with the innovation we provided. The responses from both brands and consumers were immensely positive,” asserts Golecha on the responses garnered so far.
Speaking about Videogram’s primary target and the company’s prospect in the Indian market, Golecha says, “Our major target and focus is on the entertainment, sports and fashion industries. India is a vast market and I see good scope here. However, one of the problems we have faced in India is that people are reluctant to experiment, or try something new. The conservative nature is the biggest obstacle for us, which we are trying our level best to overcome.”
“Going forward we want to emerge as brand’s best friend when it comes to video distribution, and that can happen because the facilities and options that Videogram can offer no one else can,” he concludes.
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.
