Uber has launched a new IPL-season campaign that shifts focus from celebrity-led storytelling to product-led communication, spotlighting its Uber Bike rides starting at ₹25 for up to 3 km. In a media environment typically dominated by cricketers and film stars, the brand adopts a challenger mindset, placing affordability and everyday utility at the centre of its narrative.
The campaign features two 15-second music-led films-‘Daam Pachis’ with Divine in Mumbai and ‘Bandi Rai @ 25’ with Roll Rida in Hyderabad. Both films tap into regional hip-hop culture to reflect how young India navigates urban spaces, using music as a storytelling device rather than relying on conventional ad formats.
In the Mumbai film, Divine rides through traffic on an Uber Bike, weaving the idea of ‘pachisi’ into his rap to symbolise the small joy of an affordable ride. In southern markets, Roll Rida brings a high-energy performance layered with Telugu and Tamil influences, reinforcing local cultural resonance.
Conceptualised by Talented, the films balance visuals of artists, commuters, drivers, and the city itself-highlighting how mobility powers urban life. Subtle visual cues, including hidden references to ‘25’, are embedded throughout to encourage repeat viewing.
Through this campaign, Uber underscores its multi-modal ecosystem while zeroing in on bike taxis as a fast, accessible solution. By blending music, regional nuance, and a clear value proposition, the brand aims to stand out in the cluttered IPL advertising landscape.
