iWorld
YuppTV airs Nepali channels worldwide; partners News24, Himalaya, Sagarmatha
MUMBAI: YuppTV, the largest OTT player in south-Asian content, has partnered with popular Nepali TV channels to provide Nepali entertainment and news content to its worldwide audiences. These channels include Himalaya TV, News24, Sagarmatha TV, Avenues TV and Image Channel.
Starting with just two channels in 2006, YuppTV has come a long way with its worldwide presence. Incepted with the vision of providing the finest quality south-Asian entertainment content, YuppTV had previously launched 18 different Sri Lankan channels on its platform, apart from top most Pakistani and Bangladeshi channels. With the present association, YuppTV is aiming at growing its popularity amongst the Nepali community, spread across the globe.
“At YuppTV, it has been our key endeavor to provide the most entertaining south-Asian content to our global user base,” YuppTV founder & CEO Uday Reddy.
Echoing the same thought, Avenues Television COO Samridhi Rajkarnikar said, “We are glad to be partnering with YuppTV and making our content available at their fast growing OTT platform. With the changing consumption habits of present day users, we are hopeful to reaching out to a majority of Nepali followers, across the globe.
Image Channel executive director Raj Manandhar said, “We trust that viewers of Nepali audience will enjoy the channel wide variety of offerings, programs and light-hearted content dedicated to promoting an enjoyable ‘family-viewing’ experience.”
Himalaya Television marketing manager Pradeep Aryal “While attention spans switch to the second screen, it will also be important to create a seamless viewer experience that goes from television to mobile to PC and back again.”
Sagarmatha Television marketing manager Prabesh Poudel adds, “These are exciting times for the industry with innovations on content delivery and consumption in digital platforms, designed to entertain consumers like never before.”
News24 Television, Nepal Broadcasting Channel director Adish Joshi said, “The mission of News24 is to deliver captivating content that tells human story; we are therefore naturally excited to partner with YuppTV.”
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.
