iWorld
YuppTV and Culture Machine partner for YuppTV Bazaar
MUMBAI: YuppTV Bazaar has tied up with India’s leading digital media firm, Culture Machine, to feature its network of media brands on the YuppTV platform.
With over 500 million monthly views, Culture Machine has emerged as one of the leading producers of content across genres. Further to this association, YuppTV Bazaar viewers will now be able to watch various digital channels like- Being Indian, Epified, Old Delhi Films, Put Chutney, Blush, Rascalas, Being Indian’s Awesome Sauce, Whack and VIVA to name a few, all ‘owned and operated’ by Culture Machine.
Speaking at the new alliance, YuppTV founder and CEO Uday Reddy said, “YuppTV Bazaar has gained traction within the young and dynamic internet users. We decided to associate with Culture Machine, following their repertoire of digital media brands and content that appeals to the South Asian internet audiences. We are positive that our users at YuppTV Bazaar would actively enjoy the refreshing new content.”
Further elucidating on the same, Culture Machine CEO and co founder Sameer Pitalwalla said, “We are excited to partner with YuppTV and expand the reach of our brands to YuppTV Bazaar. The platform has already acquired a vast user base and we are looking forward to making our content available to them via YuppTV Bazaar.”
The new and existing users at YuppTV Bazaar may now easily access vivid range of Youth Entertainment content, Recipes, Mythology, Audio Series, women’s & lifestyle channel, Tamil Humour and Desi Comedy.
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.
