iWorld
VoD, OTT music & gaming to overtake Indian traditional media by ’22: EY
MUMBAI: Digital media may take over traditional by 2021-22, when broadband and smartphone penetration increases in India, according to EY India. The second factor is when broadband is equal to one-third of the smart phone penetration, which in India’s case will happen only by 2021-22, according to EY estimate. EY India media and entertainment advisory leader Ashish Pherwani said that the third factor was parity between cost of the two services.
Market research firm e-Marketer has estimated that Indians spend around two-and-a-half hours a day on traditional media — radio, television, newspapers, and magazines, compared to an hour they spend on digital media on an average, PTI reported. Pherwani pointed out that the cost of a cable pack in the U.S. is US$ 80-90 a month and that of broadband is $25-30, while in India, it is the other way round, with cable costing Rs 250 and broadband at Rs 500-1000.
That equation would change by 2020-2021. Therefore, one would see a big uptick in digital and a downfall of traditional media. In traditional media, English (print) was likely to get affected first because that shift was already pretty strong, he said. With the hike in regional media print circulation, Pherwani said that it had scope to grow.
From Rs 8,490 crore at present, India’s digital sector market is projected to cross Rs 20,000 crore in the next three years. The industry includes the four key areas of digital revenues — OTT and digital advertising, music OTT subscription, video OTT subscription, and gaming (in app and paid).
EY estimated that the smart phone penetration was expected to be up to 59 per cent by 2020, from 31 per cent in 2015, and digital ad-spend is slated to be Rs 18,500 crore by 2020, constituting a larger pie of the overall media spend. The real uptick, where the Rs 20,000 crore becomes Rs 30,000 crore, might happen between 2020 and 2022, Pherwani added.
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.
