Jio created huge demand for 4G data service in India which, before its launch, was considered only a hyperbole. We decided to celebrate our first 4G 100mn subscribers and bring them together with nation’s first LOVE- Cricket. The idea was not to highlight the number of subscribers but to celebrate and showcase the impact Jio has on people’s lives. We launched mega-integrated campaign called #Jio Dhan Dhana Dhan where Jio partnered with almost every team in IPL to show “One” nation. Multiple consumer touchpoints like TV, Radio, In-stadium branding, digital were activated to celebrate Jio-IPL. We wanted to entertain small cities of India too, where people owned smartphone but not TV. Jio partnered with Hotstar a mobile app offering a second screen for seamless access to IPL matches at home or in travel. An uninterrupted entertainment was possible for all 60 matches on mobile without worrying about high data charges.

We activated both traditional as well as digital media for 3 months of IPL season. Multiple Localized TV ads were made specific to the team, and also one overall film showcasing “unity” which cricket gets to the country. Fan engagement and user generated content was at peak during the cricket where fans tried to replicated Jio Dhan Dhana Dhan signature move and got instant gratifications.

A Nationwide communication on TV, radio, outdoor, retail, digital media was activated across the country communication integration of the country which cricket bought. Jio enhanced the “uninterrupted entertainment” through offering immersive streaming experience where fans were able to watch cricket anytime, anywhere.

Experiential: In a match between Mumbai Indians and Sunrisers Hyderabad at Mumbai's Wankehde Stadium on April 12, the brand created a 'Jio' wave and ambushed one of its fiercest telecom competitors on ground. It caught everyone’s attention present both on-ground and on-air.

• Jio retained more than 70% subscribers while moving from free to paid service

• IPL 2017 became a landmark event in India’s digital sports landscape (4th most digital sports in the world) making 110+ million unique viewers on mobile. For the first time, smaller cities had higher viewership on mobile than TV

• Total data used rocketed with 79 petabytes only on a key platform

• 90% of total time was spent was on the ongoing match on mobile being a dominant screen

• Jio digital page added 8.2 million followers (growth of 20% vs 5% for most of the competition) and impressions increased whopping gain by 3 million

• In-spite of being a last entrant Jio manages to acquires whooping 10% market share moving ahead of seasoned players

• Jio reached to rank 11 in The BrandZ Top 50 Most Valuable Indian Brands 2017 within 1 year

Being a digital company, Jio’s strategy was to communicate brand messaging of catalyst of Digital India through a captivating integrated campaign which connected with consumers in a digital way. Jio wanted to showcase the power of its high speed network to not only Jio customers but also competition, hence the campaign component used the traditional media as well.

Jio Dhan dhana dhan helped bring nation together on equal grounds to access 4th generation VoLTE data. We wanted to showcase India a High speed un-interrupted data and clear voice call for everyone from all part India. Shifting nation from data scarcity to data abundance.

Jio social page activated engagement campaigns with the brand, where from a functional and direct tone, we took to a fun & quirky tonality to make the content relatable. We added twist to the content with the help of animation and taking quirky outlook.

In a span of just 3 months after its soft launch, Jio celebrated its first 100mn subscribers. Jio pulled out the biggest sampling in the world by offering Indians an opportunity to co-create the final product.

Now, it was time to commercially launch the brand.

The big challenge was to convey that now we were becoming a paid service and showcase the impact Jio has on people’s lives. The campaign objectives were following

1. Maximum conversion (more than 60%) from free service to Jio’s new paid services

2. Increase likeability for the brand which was boring, traditionally operated from B2B to be a fun and progressive brand

3. Adding new subscribers to Jio

With Jio-IPL, the promise was to provide the nation a digital revolution in telecom and taking the Honorable Prime Ministers Narendra Modi’s vision of a digital India on a faster pedestal.