Uber has launched a music-driven campaign during the IPL season, highlighting its bike taxi service with rides starting at ₹25 for up to 3 km. The campaign features Indian hip-hop artists Divine and Roll Rida in a series of short films focused on city travel.
The campaign, created in partnership with Talented, centers on Uber Bike and presents a functional message around pricing and accessibility. It uses 15-second music videos featuring Divine in Mumbai and Roll Rida in Hyderabad.
Divine is shown traveling through traffic on an Uber Bike. The film presents a ₹25 ride as part of everyday city movement and includes references to “pachisi,” described as Uber’s version of “battisi,” representing a wide smile.
“At its best, music in advertising is an opportunity for artistic expression across lyrics, screenplay, and regional nuance,” said Pearl Alex and Teresa Sebastian, Creatives, Talented.
“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.”
“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,” said Arjun Kalra, Head of Marketing, Uber India & South Asia.
We leaned on Divine’s grit, Roll Rida’s energy, and consultants in each geography, all enriching both films with regional nuance
“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.”
