iWorld
YuppTV bags exclusive digital media rights for Asia Cup 2016
MUMBAI: Over-The-Top (OTT) service provider YuppTV has acquired the digital media rights for the Asia Cup T20, 2016 to be held between 24 February – 6 March 2016.
YuppTV has secured exclusive rights to stream Asia Cup 2016 live in USA, Canada, UK, Europe, Australia, New Zealand and Malaysia. Additionally, cricket fans in Singapore will also be able view the tournament via YuppTV app on multiple Internet enabled devices such as Smart TVs, Smart Blu-ray players, streaming media players, laptop, gaming console, smart phones and tablets.
The Asia Cup 2016 is scheduled to take place in Dhaka, Bangladesh with the Indian T20 team taking on the host nation on the inaugural day. The much awaited match between India and Pakistan is scheduled for 27 February, while India faces the defending champions Sri Lanka on 1 March.
YuppTV founder and CEO Uday Reddy said, “Cricket has always been a sport that has incited much passion and following amongst South Asians. By bagging the exclusive digital media rights for the Asia Cup 2016, we are enabling live, on-the-go access to the tournament for the expat community. This partnership will provide them with seamless, real-time access to all the matches and allow viewers to watch their favourite teams in action on their preferred device!”
In addition to Sri Lanka, Bangladesh, India and Pakistan, non-test playing nations Afghanistan, Hong Kong, Oman and UAE will also be competing for a qualifying spot for the tournament. The qualifying round is scheduled to take place at the Khan Shaheb Osman Ali Stadium (KSOAS) in Narayanganj, Afghanistan, between 19 February to 22 February, with the winner of the qualifiers then joining the test playing nations in the main event.
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.
