iWorld
ZEE5 opens up premium, new original shows for free
MUMBAI: During this unprecedented situation and lockdown across the country, ZEE5 is providing an uninterrupted dose of entertainment to all those who are confined to their home via its initiative #BeCalmBeEntertained. As part of this initiative, ZEE5 will bring a slate of new original shows for its users to stream it across devices.
ZEE5 India realises the gloominess that the nation faces today and hence the need to boost the entertainment quotient. And with shows putting their shoots on hold at present, the lack of newer episodes would leave a void for entertainment for the viewers.
Premium and new original content which will be available for free streaming are Kar Le Tu Bhi Mohabbat – a romantic drama starring the iconic Ram Kapoor and Sakshi Tanwar; an epic love triangle drama Kehne Ko Humsafar Hai starring Ronit Roy, Mona Singh and Gurdeep Kohli; Baarish – a classic tale of different paths united by love starring Sharman Joshi and Asha Negi; and Ishq Aaj Kal to name a few will be available on the platform. Not only that, on offer would be a large bouquet of blockbuster movies, new exclusives, binge-worthy ZEE5 Originals, and bespoke premium content, all for free.
ZEE5 India Programming Head Aparna Acharekar said, “As a responsible video streaming player, we are totally committed to undertake any preventive measures which would collectively help the entire ecosystem curb this unprecedented situation caused due to COVID-19 outbreak. With this new initiative, we want our audiences across the country to stay calm and enjoy responsibly by staying home whilst, catching up on their favourite shows/movies uninterrupted, across 12 languages on ZEE5.”
Today, the world is fighting a battle with the COVID-19 pandemic. The reality of individuals, families having to be confined to their homes to be safe, is not an easy task. Social distancing is the need of the hour, however, the fact of being engaged, expressive and the need for entertainment is not going to go away. And the good news is, although there is nowhere to go, the #BeCalmBeEntertained initiative from ZEE5, promises to keep viewers entertained 24×7, across devices.
The bespoke content which will be available for free includes:
· Fresh / New exclusive show for the very first time on ZEE5
· Premium movies made free
· Popular ZEE5 Originals
· Quick catch-up seasons of classic library shows
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.
