Uber has rolled out its latest campaign for Uber Bike, spotlighting rides starting at INR 25 through two short, music-led films featuring artists Divine and Roll Rida.

The first film, presumably set in a North Indian city, has rapper Divine bringing his signature grit, zipping through traffic while rapping in Hindi about ‘pachisi’ – a play on ‘battisi’ – to capture the joy of a ride for 25 bucks that beats congestion.

The second film has Roll Rida mirror the energy with a multilingual performance blending Telugu and Tamil influences, set against dynamic visuals of bikes in motion. Together, the films highlight how low-cost, quick rides can unlock a more seamless, connected urban experience, while staying rooted in regional authenticity. 

What we think about it: The campaign’s regional nuances keep it culturally credible, though it leans heavily on the affordability hook to make it stick. Nevertheless, in a high-clutter IPL environment, the tactic may actually work by moving away from conventional celebrity-led storytelling and leaning into sharp 15-second edits rooted in local flavours.

Arjun Kalra, head - 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.”

Pearl Alex and Teresa Sebastian, creatives, Talented 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.”