To promote the magnificence of Uber Bike rides, or getting rides up to three kilometers, for the amount of only around $0.26, Uber is taking a different route. Instead of the usual ad creative, they are using a music video to relay the message and drive home the point.
Not only that, but they partnered with prominent Indian hip-hop artists, Divine from Mumbai and Roll Rida from Hyderabad.
The full ad can be watched here. Basically, it’s a 0:56 long music video that has the artists singing the tune of the promotion, instead of the usual talking.
It has elements of the artist wearing a bling designed with “25,” to signify the 25-rupee rides, and the ending lyrics saying, “Hello, hello, hi… twenty-five, twenty-five!”
Mumbai’s Divine is seen zipping through the traffic on an Uber Bike in his signature style. He sports metal grills in his teeth with matching rings and a jacket. Then, he raps about the “pachisi” or the Uber version of the “battisi.” Beating traffic for just 25 rupees, well you got it!
Meanwhile, in South markets to the beat of tape drums, there’s Hyderabad’s Roll Rida, not Flo Rida of Hollywood, bringing the same type of rush and energy with a multilingual performance, blending Telugu and Tamil influencers. His ad is set against the dynamic images of bikes in motion, with the film celebrating how affordable rides unlock a more vibrant, connected city experience.
“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,” Arjun Kalra, the marketing head of Uber India & South Asia, told Ridesharing Forum.
Uber Bikes are Uber’s electric, pedal-assist bicycles available for rent directly through the official Uber app. Not every country has this, and in some countries, you’ll need to use two different apps to hail cars and motorcycles.
People are loving it. To date, it has been watched more than 1,200 times.
“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,” stated the creative team that envisioned and created the ad. “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.”
Divine, whose real name is interestingly Latino-sounding, Vivian Wilson Fernandes, is a pioneering Indian rapper and songwriter from Mumbai, widely credited with bringing "gully rap,” or street rap, to the Indian mainstream.
Hyderabad’s Roll Rida, or Rahul Kumar Velpula, is a Telugu rapper, songwriter, and actor from Telangana, India.