National, April 16, 2026: The IPL season is typically dominated by big-budget ads using actors and cricketers to surprise audiences. This year, Uber took a different route – putting its product front and centre with a functional message: Uber Bike rides at just ₹25 (up to 3 km). Partnering with Indian hip-hop artists Divine (Mumbai) and Roll Rida (Hyderabad), Uber brings this to life through a series of sharp, high-energy films that celebrate the joy of fast, accessible city movement.
Known for its multi-modal offerings across four, three, two-wheelers and more recently metro and intercity bus tickets, Uber solely focuses on the expanding bike taxi market in this campaign. By swapping long-form storytelling for 15-second music videos, lyrics for dialogue and culture for convention, Uber breaks away from conventional IPL formats, serving simple, memorable communication rooted in how young India moves through its cities today.
Divine is seen zipping through traffic on an Uber Bike in his signature style, sporting metal grills in his teeth with matching rings and jacket. The film turns a ₹25 ride into a moment of everyday joy, reinforcing the ease and speed of the service. He raps about the ‘pachisi’ – Uber’s version of ‘battisi’ – capturing the 32-teeth wide smile that comes from beating traffic at just ₹25 on an Uber Bike.
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.”
