iWorld
VOOT Select subscribers coming mainly from top 6 metros: Ferzad Palia
KOLKATA: Production houses have been able to resume the shooting schedule for shows since July, four months after the lockdown, but the fate of large scale projects still remains cloudy. Amid the backdrop of this uncertainty, the OTT players are innovating to churn out content.
VOOT Select, the subscription-based premium service of VOOT, that was introduced a few days before the lockdown, has launched a new show – The Gone Game. Interestingly, the show has been shot remotely and entirely in isolation during the lockdown. Directed by Nikhil Nagesh Bhat, The Gone Game is a one of a kind and a never-seen-before concept that puts creative freedom in the hands of the cast of the series to innovate while shooting from their homes.
Although some of the projects have been delayed during the lockdown, VOOT Select, Viacom18 Youth, Music, and English Entertainment head Ferzad Palia is confident of its content pipeline thanks to the mix of originals, international content and before TV.
The lockdown has given a huge surge to all streaming services. VOOT Select did not have a chance to compare its traffic to pre-Covid period but shelter-at-home directive has helped it to beat in terms of subscription, watch time.
Palia said the subscribers are consuming all sort of content with its originals like Asur, The Raikar Case, and Illegal creating a good buzz. Talking about the subscribers, Palia mentioned that they are mostly coming from top six metro cities followed by significant inflow from the top 15 cities as well.
While lockdown has created an opportunity for streaming services, it has also impacted the marketing strategy due to the absence of the outdoor medium. Palia said while they have not been able to effectively use the outdoors after the first few days of launch, they have diverted marketing spends towards digital and TV. VOOT Select is evaluating all options around the outdoor medium with lockdown ending in a few parts of the country but currently keeping the focus on digital and television.
During these last four-five months, many of the large OTT platforms have struck deals with movies lined up for theatrical release. Palia said the platform needs to focus on its own product now as it has a strong original slate and international content slate. He mentioned that no opportunity is off the table but timing is important.
“We are very clear that our distribution strategy is not to be necessarily available with every single partner. We are very selective about the partner that we choose and Tata Sky Binge is the first announcement that we have made. There are others in the pipeline. It's important for us to build reach and for that distribution to increase. While the heart of our business is d2c, if there are opportunities which will help consumers access us through partners and that is relevant for them, we will take a call,” Palia commented on distribution strategy.
As several parts of the country are reopening, experts believe there might be a slowdown in the growth of OTTs. But Palia said that subscribers have discovered new content and a new way of consumption. Hence, they are not seeing any slowdown in subscription growth or any reduction in time spend; both are growing day-by-day.
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.
