From all the consumer immersion, we realized that everyone watching game always thought that they were a better player than the guy on the hot seat, and that worked as a key hook to anchor this platform. Many Indians aspired to be on the KBC hot seat but only lucky few got an opportunity to play on the Hot Seat with Mr. Amitabh Bachchan.

Consumer research further highlighted that building an interactive platform creates a positive impact on the brand and the category at large.

Hence, we decided to bring back Kaun Banega Crorepati (Indian version of “Who wants to be a Millionaire”) and added the "gamification", "real time playing" and "digital platform" to the show. Jio-KBC was born as an neutral platform offering an opportunity to play and win.

To make Jio KBC Play along a success it had to be ground breaking. As a global first, Team Jio ensured that, the Play along contestants (players on mobile device) have an immersive experience.

To ensure seamless game continuity, a separate set of rules were framed ensuring that even if TV contestant was eliminated, Play along contestant could continue uninterrupted with the next TV contestant. If play along contestant was eliminated, they could re-start with the next TV contestant.

Additionally, maintaining show integrity, confidentiality and audit queries, the questions were shared with Jio tech backend team only at the last minute. These were patched up to ensure play along contestants experienced real time simulcast play. Both online and offline media was integrated for creating awareness.

The Jio KBC broadcasted for almost 10 weeks registering 30 million people playing atleast once and the numbers swelled up over the weeks.

• Jio-KBC became the biggest concurrent multiplayer gaming experiences anywhere in the world with 4 Million+ concurrent users

• Over 30 Million people played

• Jio becomes one of the most loved brand and reaches to rank 11 in The BrandZ Top 50 Most Valuable Indian Brands 2017

• Extending internal policy of maintaining Net Neutrality and open platform, a brand agnostic Jio-KBC platform was offered to all consumers irrespective of which Telco they subscribed to

• More than 12 Million competition subscribers played Jio –KBC witnessing high-speed data quality offered by Jio network

• Approximately 23000 people won special prize apart from free data and additional vouchers whoever played on this platform increasing the brand awareness.

• Jio subscriber base rocketed by 45% within a month of JIO-KBC launch

• India reached rank 1 worldwide in total data usage well ahead of developed nations like US and Europe

It was about getting 30 million Indians play real time with the TV show. A country with significant poverty, we decided to offer a platform which negated any differences and let whole country dream big and become a Millionnaire. A brand agnostic platform with a strong brand integration was offered for real time gaming experience and engagement with the brand Jio. We demonstrated our high speed internet through this world’s first platform to both Jio and approximately 12 million competition subscribers. The backend technology was so cohesive that people played on mobile played without lag along with the TV contestant.

Today’s digital world which demands real experience and extended interaction with the end consumer, Kaun Banega Crorepati offered the gamification platform to many Indian to dream big with the help of smartphones. The beauty of this campaign was bringing whole country on a same platform without any discrimination.

Anyone with a smartphone and a desire to win was our target. To ensure net neutrality we anchored Jio-KBC on our app Jio Chat, which was made brand agnostic. This meant anyone could download it and win.

We leveraged every consumer touchpoint to communicate this campaign, TV, Radio, Billboards, retail as well as digital media was activated.

To ensure higher participation the same was promoted across media. The key peg was to use the celebrated anchor Mr. Bachchan to drive traffic to the same every day whilst the show was going on. It was also available in his social media trail.

India is the poverty capital of the world. It also has larger base of intelligent people lacking opportunity.

Therefore, Reliance Jio with its 2017 launch took forward its Honorable prime minister Mr. Narendra Modi’s dream and vision to eradicate poverty as well as create a digital India.

We envisaged creating a shift in behaviour which used the best of Digital and the leveraged on lack of opportunity.

Apart from exponential growth in the subscriber base our agenda was also to place India amongst the Highest data consuming nations globally.