Mumbai: Uber has rolled out a high-energy, music-led campaign during the ongoing IPL season, spotlighting its bike taxi offering at an entry price of ₹25 for rides up to 3 km. Breaking away from the category’s reliance on celebrity-heavy storytelling, the brand places its product proposition at the centre, using culture and regional relevance to drive recall.
Conceptualised by Talented, the campaign features hip-hop artists Divine and Roll Rida, who bring the brand’s affordability and speed narrative to life through short-format music films.
Set against the backdrop of congested urban landscapes, the campaign captures the everyday frustration of traffic and reframes it as a moment of joy through Uber Bike’s quick and cost-effective rides. The films adopt a sharp, 15-second format, replacing conventional storytelling with catchy music, strong visual cues, and culturally rooted performances.
In the Mumbai-led execution, Divine is seen navigating traffic effortlessly on an Uber Bike, turning the ₹25 price point into a celebratory hook through his signature rap style. Meanwhile, in southern markets, Roll Rida delivers a multilingual performance infused with Telugu and Tamil influences, reinforcing regional authenticity while highlighting the product benefit.
The campaign reflects Uber’s focused push towards the growing bike taxi segment, especially among younger, mobile-first consumers. By leveraging music as a cultural connector, the brand aims to build strong recall while communicating a simple, functional message in a cluttered IPL advertising environment.
Speaking on the campaign, 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. 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.”
Talented’s Creatives, Pearl Alex & 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. 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.”
The campaign is currently live across digital platforms, leveraging short-form content and regional storytelling to engage audiences and drive adoption of Uber’s bike taxi services.
