iWorld
Zomato forays into online video space, to launch 18 original shows
MUMBAI: The streaming war is not limited to media houses anymore. From e-commerce apps to online cab-ride services are also jumping on the band-wagon to keep consumers engaged. Now, food delivery app Zomato has announced its foray into web streaming with 18 original shows over the next three months.
There will be a new 'Videos' tab available in the Zomato app, starting Monday. The new shows ranging from three to 15 mintues will be categorised by genre across shows, recipes and Sneak Peek restaurant stories. It will launch with over 2000 videos that includes Zomato Originals, which will be available to stream in India, while Sneak Peek and recipe videos can be accessed anywhere in the world.
“We are constantly looking for new ways to engage our users around food. Most of our users visit our app several times a week. This presents us with an opportunity to further delight our users using Zomato Originals," Zomato CEO and founder Deepinder Goyal said in a statement.
“We combined all things food with binge-worthy genres and came up with a diverse slate of shows,” Zomato senior vice president growth Durga Raghunath said.“With shows in both Hindi and English, we hope every corner of India will tune in to Zomato to hone their taste buds ," he added.
The company also said that the shows will be around food and will include comedy, reality, fiction, advice and celebrity interviews. The new shows include titles like Food and You with Sanjeev Kapoor, Banake Dikha with stand-up comic Sumukhi Suresh, Starry Meals with Janice, Grandmaster Chef with Sahil Shah, Race Against the App.
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.
