UBER’S IPL CAMPAIGN HIGHLIGHTS BIKE RIDES AT ₹25

Uber’s IPL campaign departs from celebrity-led ads, focusing instead on Uber Bike rides at ₹25. Partnering with hip-hop artists Divine and Roll Rida, the brand delivers 15-second music films rooted in regional authenticity, highlighting affordable mobility and cultural resonance while standing out in the cluttered IPL advertising environment.

Uber has unveiled a strikingly different campaign for the IPL season, choosing to spotlight its product rather than rely on celebrity endorsements. With Uber Bike rides priced at just ₹25 for up to three kilometres, the brand has partnered with Indian hip-hop artists Divine in Mumbai and Roll Rida in Hyderabad to bring the message to life through music-driven films that celebrate city movement.

On Uber’s website, audiences can view ‘Daam Pachis’ featuring Divine and ‘Bandi Rai @ 25’ featuring Roll Rida. Both films are crafted as 15-second music videos, a departure from conventional IPL advertising formats, and are rooted in how young India navigates urban spaces. The campaign underscores Uber’s multi-modal offerings, spanning cars, auto-rickshaws, bikes, metro, and intercity bus tickets, while placing a sharp focus on bike taxis.

Divine’s film captures him weaving through traffic on an Uber Bike, rapping about the ‘pachisi’—Uber’s twist on the colloquial ‘battisi’—to evoke the joy of affordable rides. In the South, Roll Rida blends Telugu and Tamil influences with tape drum beats, creating a vibrant ode to regional authenticity. Both films highlight Uber’s intent to resonate with diverse audiences by embedding cultural nuance.

Arjun Kalra, Head of Marketing, Uber India and 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. 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.”

Pearl Alex and Teresa Sebastian, Creative leads at Talented, added: “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. 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. Every opportunity to diversify consumers, and hide 25s in the environment lets you spot something new each time you watch it, encouraging repeat viewing.”