How Jio Kept Motivating India's Internet Community!
Moment Marketing has gained a lot of momentum during the pandemic and several brands have joined the moment marketing army. One out of several such brands is Jio.
Jio has not only aced the moment marketing sector, but also aced the hearts of many people through its quick internet service, who are now named by people as 'Jio’s Internet Community'
Alia Jain, a 20 year old from the city of Udaipur, lives a life of an influencer who imparts knowledge to young minds about new career opportunities and key updates on the education system.
Shubham, a young lad from a small town of Nashik, completed his diploma program in 2020 through a distant learning portal. The result? He is now a capable teacher and educates the younger minds of his town. All of this has been made possible by the virtual communication supported by the Jio network that covered the smallest corners of the country . A network that has been a lifeline in reaching not just the phones and devices but the hearts of millions in this country!
Looking at these stories, tell us that the brand has created an intriguing ripple in the digital space whilst becoming a new age Internet brand. Here are some of its works that we feel make Jio stand out with their work.
‘The Lockdown Heroes Campaign.’
The Lockdown Heroes Campaign by the brand celebrated the incredible stories of some of Jio’s network engineers who pushed themselves to keep the network running in the midst of the lockdown. Seeing some of these stories ,brings back the memories of how a good network helped many users get through the lockdown. Had the pandemic occurred in any other generation, users probably would not have been able to move ahead with their lives so seamlessly while working from home, learning from home and being entertained at home. The way Jio celebrated the Lockdown Heroes Campaign with many detailed stories of frontline workers traversing through snow, travelling for several kilometers for work with limited means of transport, all of this, brings together the true essence of ‘connecting lives’.
Along with the lockdown heroes, Jio also shed light on its ‘Jio Associates’ program that provides its users an opportunity to earn money through the platform by earning commission through making recharges. One of them, Jasvant, is a Jio associate from Muradwala who helped more than 100 villagers recharge their numbers in the midst of a strict curfew. The heartening stories showcase the depth of Jio in this country. Here’s another one from the Jio Associates archives that as a delightful read:
The communication put forth by the brand for their campaign on the World Earth Day, where ‘mother earth’ makes a phone call to the earthlings, stands exemplary from the standpoint of the usage of content.
The brand has put to play different UI approaches as well. Be it the WhatsApp UI talking about connecting with friends during the lockdown or whether it's the phone unlock UI that showcases the need to maintain social distancing.
Jio has been simply amazing in its use of minimal content. Whether it was to portray the legendary Sachin Tendulkar's birthday or showcasing the need for social distancing for their #CoronaHaaregaIndiaJeetega Campaign, by the effortless use of dots! The design language is refreshing, rejuvenating and adding new life into the Jio brand.
The communication put forth by the brand shows particular emphasis on the Indianness of Jio. The post about emojis made for India and the stories of digital Indians who are creating interesting things on the Internet, particularly through their On Jio platform is heartening and speaks about how no other Internet brand touches Indians as Jio does.
World Emogi Day -
The celebration of these stories about people exploring the Internet on Jio is extremely fun and it brings alive the celebration of Jio. The brand hit it home with their Independence Day campaign with an a-capella version of the NAtional Song sung by different people at their own homes.
A step ahead was the Digital Navratri that provided Indians with a virtual Darshan from homes through Jio meet and Jio TV . Jio is always seen creating occasions for Indians to go about living and celebrating the important moments of their lives without facing any hassles.
Talking about celebrations, one big celebration in the calendar and press of Reliance and indeed Jio, has been the AGM. A remarkable difference can be seen in the way the AGM was presented on Jio social platform this time. The way the videos have been put together denotes that this brand is now actually a digitally forward brand. It is no longer the ‘Reliance of Yesterday’ but a futuristically forward brand that is competing with the best technology players in the world.
From a celebration of Reliance to the celebration of India which is the IPL, the digital ads are built in quite a clever fashion with extremely crisp and sharp writing making it a potential television ad. A bit of searching also showed us that some of these digital ads did in fact run on television. What is really cool with Jio is that they've created a digital tone. As the IPL was in UAE, Jio created a very interesting look and feel of bringing the players in the local settings of the city and the same look was carried forward into the videos with some great design as well as engaging script writing. The brand added another feather to their hat of digital content supremacy by turning their TVC into memeable content.
Jio has become a more visible brand in the marketing press as well. The use of Sharp Copy has become an integral pillar of Jio. One can see the brand being increasingly featured in the top end of the marketing press, whether it is the Raavan post - featuring a mask, or the India-USA trend where the brand took a strong take on the trend while comparing the population of the USA being as big as the subscriber base of Jio. Certainly, it turned out to be a post that was shared by numerous users and the one that also hit the most liked tweet of all time for Jio.
Apart from these the brand excites its young customer base with entertaining meme content and Gen Z language. One can see it in the language of Jio, with its use of fresh colours or the witty and different take on different concepts which really bring alive the feelings of the Young Indian consumer of today.
All of the brand's content and communication is well-woven into the ethos of this 4-year video created by their team. The video received about 2M views organically. One can say organically because of the nature and number of likes and the comments. One can confidently make out whether a video is promoted or not just by looking at the likes and the comments.
This world that Jio has created within its digital platforms is refreshing, interesting and exciting. One can only look forward to more such activations from the brand as we go forward to build them into something more exciting. We are going to certainly follow the journey of Jio and make sure you are well-posted about the new works the brand entertains and delights us with!
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