India – Uber has launched a new IPL-season advertising campaign promoting its Uber Bike service, highlighting rides starting at ₹25 (US$0.30) for trips of up to 3 kilometres.
Developed in collaboration with Indian hip-hop artists Divine and Roll Rida, the campaign departs from the league’s typically high-profile advertising approach, instead focusing on short-form, music-led storytelling centred on urban mobility and affordability.
The campaign has been created by Talented and features two regional films: one set in Mumbai with Divine and another in Hyderabad and southern markets featuring Roll Rida. Both films aim to reflect local cultural styles and languages while showcasing Uber Bike as a low-cost transport option.
The Mumbai film depicts Divine navigating city traffic on an Uber Bike, with visuals and lyrics that reference the service’s affordability and convenience. It includes a reference to the concept of “pachisi” (Hindi for “25”), described in the campaign as Uber’s take on “battisi” (Hindi slang for a 32-tooth wide smile), symbolising a wide smile associated with avoiding traffic congestion at a low fare.
In southern India, Roll Rida features in a multilingual performance incorporating Telugu (a language mainly spoken in Andhra Pradesh and Telangana) and Tamil (a language mainly spoken in Tamil Nadu) influences, with the film focusing on the role of affordable transport in enhancing urban connectivity.
Arjun Kalra, Head of Marketing, Uber India & South Asia, said, “With Uber Bike rides starting at just ₹25, we’re leaning into our challenger mindset to deliver unbeatable value and make everyday mobility more affordable and accessible for Indian commuters.”
Arjun added, “In a cluttered IPL environment, even a simple, functional message needs to stand out. Collaborating with artists like Divine and Roll Rida allows us to use music as a powerful cultural lever to build strong recall for our Bike offering while staying rooted in regional authenticity.”
From the creative team at Talented, Pearl Alex and Teresa Sebastian said, “At its best, music in advertising is an opportunity for artistic expression across lyrics, screenplay, and regional nuance. Lyrically, Uber Bike captures your liberation from traffic and how an accessible ride empowers a vibrant city life.”
They continued, “Visually, you’ll notice a deliberate balance between the artist, the city, the consumer, and the drivers, because a city thrives optimally when every element plays its role. We leaned on Divine’s grit, Roll Rida’s energy, and consultants in each geography, all enriching both films with regional nuance.”
Moreover, the campaign positions Uber Bike within the broader competitive mobility market in India, where platforms are increasingly focusing on affordability and regionalised marketing strategies during high-visibility advertising periods such as the IPL season.
