iWorld
YuppTV wins Red Herring top 100 North America Award
MUMBAI: YuppTV has joined the global league of technology pioneers and innovators. The over-the-top (OTT) platform has been recognised among the top 100 Red Herring North America company listings.
Red Herring annually honours the most promising private technology companies that are positioned to become market leaders within their respective sectors. YuppTV was selected from among hundreds of technology/life science companies in North America and the only company to be awarded in the entertainment and media sector.
As part of the rigorous three step vetting process, the Red Herring editorial team analyzes approximately 1,200 cutting edge companies, only awarding those organizations that not just meet – but surpassed – their criteria for success.
“In 2015, selecting the top achievers was by no means a small feat,” said Red Herring publisher and CEO Alex Vieux. “In fact, we had the toughest time in years because so many entrepreneurs had crossed significant milestones so early. But after much thought, rigorous contemplation and discussion, we narrowed our list down from hundreds of candidates from across North America to the North America winners. We believe YuppTV embodies the vision, drive and innovation that define a successful entrepreneurial venture. YuppTV should be proud of its accomplishment, as the competition was very strong,” Vieux added.
“It is an honour to be recognised by Red Herring from among some of the best ventures in the industry. With continued focus on customer needs and end-user experience, innovation and technology to deliver live and video on demand content globally, we look forward to even greater success in the future,” said YuppTV CEO Udaynandan Reddy.
YuppTV’s selection for the award among key players in an intensely competitive industry was based on high scores achieved in levels of specialty, social contribution, international foot print, growth rate, technological advantage, team quality and experience as well as exemplary performance, on all other counts.
The Red Herring Top 100 award is widely recognised as one of industry’s more prestigious recognitions, with hundreds of candidates from each continent competing for a Top 100 spot. Since 1996, Red Herring 100 lists have been valued by technology industry executives, investors, and strategists as an instrument for discovering and advocating the most promising private ventures from around the world. Some of the previous notable winners include Google, Facebook, Twitter, Skype and eBay.
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.
