iWorld
YuppTV set to close Rs 100-crore plus funding
MUMBAI: The OTT video space is slated to get hyper-competitive with a slew of broadcaster-led players and even deep-pocketed telcos haring into it. YuppTV, one of the early movers, has now decided to fortify its financial resources in a bid to face the onslaught.
The company – led by Uday Reddy – says it is on the threshold of closing its second round of funding which will see it adding funds running into three digit crore to its kitty. Speaking to Hindu BusinessLine, Reddy said that the company has already pocketed $15 million in its Series A, and was about to close its next round of fund-raising.
Reddy sees the market heading toward consolidation. “We are contemplating acquiring a firm to strengthen our leadership,” Reddy informed BusinessLine. YuppTV has also appointed the Telugu superstar Mahesh Babu as its brand ambassador.
It offers a bouquet of services including 200 TV channels, seven-day catch-up TV, 100-plus TV shows, and 5,000 plus movies as a VOD service. Its subscription packages vary from Rs 5 a day to Rs 30 a week to Rs 99 a month.
YuppTV is taking a major step with making Babu the ambassador. Babu is a big name of Tollywood, and it is sure that the collaboration will work great for the promotion of the channel.
The web portal of YuppTV was established in 2006, offers more than 898 Indian TV Channels in 13 languages that include Kannada, Hindi, Telugu, Malayalam, Bengali, Marathi, Oriya, Gujarati, Punjabi, Sinhalese, Urdu and English. The best part of YuppTV is it allows access through 25 devices to six screens, Internet STBs, connected TVs, PCs, smart phones, smart BluRay players, gaming consoles and tablets.
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.
