Interactive initiatives leading Jio to more consumer engagement

Despite the change, these players need to work on a few problems.


MUMBAI: The digital boom in India could not have been possible without Reliance Jio. The entry of RIL’s telecom venture made data affordable to common Indian mass giving a sudden boost to digital business across the country. One of the contributors to the journey, Reliance Jio group alliances VP Mohit Kapoor shared three initiatives from the brand which gave a major boost to Jio’s success.

Kaun Banega Crorepati grabbed Jio’s attention last year. It launched ‘Jio KBC Play along’ enabling its user to play the quiz with Bollywood icon Amitabh Bachchan. During its broadcast on TV, Jio users could answers the questions live on the app. The experiment worked magically for the company giving three million daily active users along with more than 30 million unique users.

Jio roped in Amitabh Bachchan to interact with 150 million smartphone users on Jio for the promotion of his film 102 Not Out. He was followed by Ranbir Kapoor for the movie Sanju. As Kapoor claims, it resulted in over 13 million engagements while for Bachchan the number was 14.5 million plus. Moreover, it impacted the ticket sales of those movies also.

In another experiment, online digital facility was leveraged for offline retail demand on the back of location targeted offers. The company picked up the hottest days from weather channels in a particular market and sent notifications that this is the hottest day in the market. After clicking the notification consumer could get a coupon from the My Jio store and later get free Sprite from Reliance Fresh stores.

All the three stories shared by Kapoor shows how Jio has transcended beyond a mere telecom service provider. It has posted a strong Q1 result and is racing to emerge as the second-largest telco by revenue market share.

Jio’s focus has been on best technology as well as ground level consumer insights. According to data mentioned by Kapoor, the company has 1072 Jio centres and 5000 Jio points. He thinks conversations with consumers should be a key point to crack the digital code. Another important point mentioned by him is the blend of offline and online for an integrated experience which could lead a consumer to purchase a product from awareness created through the digital foray. The reports about RIL’s plan to enter the e-commerce business definitely falls in the same line with this online-offline combination philosophy.

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