iWorld
ZEE5 bridges boundaries to #ShareTheLove with Pakistan, Bangladesh
MUMBAI: Three months after its soft launch across 190+ countries, digital entertainment platform ZEE5 is now zooming in on specific priority markets. Close on the heels of the launch of its brand campaign Dil Se Desi in APAC, MENA and Africa targeting the Indian and South Asian diaspora, ZEE5 today rolled out a customized campaign, aptly titled ‘Share the Love’ for two important neighboring markets, Pakistan and Bangladesh.
Exuding the same playfulness and pep as #DilSeDesi and crafted by ZEE5 with Publicis Capital, the campaign #ShareTheLove is themed around the similarities that we share with Pakistan and Bangladesh in terms of our culture, food and of course our entertainment. Bringing in a strong bouquet of content which resonates with audiences in these markets, including Hindi and Bengali original shows like Rangbaaz, Kaali and the upcoming Sharate Aaj, original movies like Aranyadeb and Tigers as well as digital premieres like Namaste England and Praktan; ZEE5 ‘shares the love’.
Amit Goenka, CEO, ZEE International and Z5 Global said, “Indian content, especially our TV shows, movies and music gets tremendous love across the globe, and especially so from the sub-continent due to the relatability. We are glad to announce our availability in Bangladesh and Pakistan vide our new campaign #ShareTheLove and we look forward to getting a tremendous response from these markets’.
“Good content transcends borders and especially so with Pakistan and Bangladesh where there is so much shared context of culture and language. This high energy TVC captures our innate similarities and showcases the content that we all love to watch, which is now available on ZEE5. With this message at its core, #ShareTheLove is sure to resonate beautifully with audiences in these markets.” adds Archana Anand, Chief Business Officer, ZEE5 Global
ZEE5 offers 1,00,000 hours of Indian Movies, TV Shows, Cine plays, Music, Videos and a slew of exclusive Originals, across 12 languages – English, Tamil, Hindi, Malayalam, Telugu, Kannada, Marathi, Bengali, Oriya, Bhojpuri, Gujarati and Punjabi. It also offers 60+ popular Live TV channels.
The ZEE5 App can be downloaded from Google Play Store or the iOS App Store. ZEE5 is also available on www.ZEE5.com. The app is also available on Samsung Smart TV, Apple TV, Android TV and Amazon Fire TV.
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.
