iWorld
ZEE5 Intensifies outreach in the middle east; rolls out a slew of initiatives
MUMBAI: Close on the heels of its success across various SAARC markets and its recent rollout of content in international languages, global digital platform ZEE5 now embarks on the next phase of its international journey with its new global campaign ‘Full-on Entertainment’. Deepening our connection with audiences across countries, this new campaign will define ZEE5’s global identity as the go-to destination for high-impact, high-octane entertainment.
As part of this campaign, the global streaming platform now rolls out a slew of initiatives across multiple priority markets, with the Middle East being amongst the first few that it initiates its immersive customer engagement activities in.
South Asian audiences in the Middle East get treated to a set of on-ground experiences especially curated by ZEE5. The initiatives include a 4-week movie experience every Thursday at different locations. The first screening was held at Al Naboodah Ruwayyah in Dubai on 4th July and will be followed by another at DIP 2, Dubai on 12th July. Over the next few weeks more screenings will be organised at several other locations including Jabel Ali and Saja Sharjah. ZEE5 will screen the Bollywood box-office hit Simmba, starring Ranveer Singh and Sara Ali Khan, giving audiences a taste of classic Indian entertainment filled with drama, action and emotion.
ZEE5 has also partnered with leading local brand Choithrams and looks to further increase this footprint through these and other partnerships.
Commenting on the initiatives, Archana Anand, Chief Business Officer, ZEE5 Global said, “Given the vast diaspora of South Asians in The Middle East as well as its appetite for desi content, this is the first of the three markets where ZEE5 kicks-off a range of consumer engagement activities. Our new campaign ‘Full-on Entertainment’ invites people into a world of entertainment that takes them on a journey of emotions and keeps them on the edge of their seats. For this we are rolling out a multitude of interactive initiatives, where we have the chance to engage with our audiences across the Middle East and build deep conversations with them.”
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.
