iWorld
YuppTV Originals’ initial focus on regional content, to start feature film production
MUMBAI: YuppTV has forayed into original content production. YuppTV Originals is set to bring forth unconventional story telling in collaboration with the top talent from the movie industry. This new content will be available in episodic format for the digital audience, exclusively on YuppTV’splatform.
YuppTV founder and CEO Uday Reddy along with YuppTV’s Brand Ambassador Mahesh Babu has launched YuppTV Originals.
Reddy said, “With YuppTVOriginals, we aim to disrupt the content space, following the needs of our evolving audience, and our vision of providing high-quality engaging content. Besides, YuppTV Originals will empower the content creators by providing direct access to the audience and thereby streamlining distribution. I’d further extend heartiest welcome to our associates from the film fraternity, ensuring optimum growth for the content ecosystem.”
YuppTV Original’s initial focus is on regional content in episodic format, while also making endeavors for feature film production. To produce their first few series, it has associated with prominent production houses such as I-candy creation, Early Morning Tales – a division of Vijayanthi Movies, TrendLoud –digital arm of Vision Times, Madhura Entertainment and Tamada Media.
Babu added, “I am confident that ‘YuppTVOriginals’ will have a wide reach, and recommend artists and visionaries from the industry to make use of this opportunity to showcase their creative pursuits and connect instantly with the internet audience.”
Tollywood director Deva Katta said, “Originals provide immense creative freedom for the evolving talent in the industry. As YuppTV provides a direct reach to the audience it will also help us pool in fresh talent and bring their creativity to the spotlight. Myself, my partner Krishna Vijay and our company iCandy Creations is delighted to be part of Originals and look forward to a prolonged partnership in producing engaging new-age content.”
YuppTV Originals’ first mini-series, Endukila, presented by Katta’ iCandy Creations, written and directed by Laxman Karya will be launched during Ugadi, followed by another exciting series produced by Swapna Dutt’s Early Morning Tales and director supervision by Nandini Reddy.
Catering to global audience, YuppTV is overcoming the language barrier by including subtitles and will be dubbed in other languages.
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.
