Most Jio recharges were digital & traditional spend was above average, says Vishal Sampat

MUMBAI: Reliance Jio’s launch in India caused a stir in the telecommunication industry. Since then, it's been a fight between all the telecom players. When Jio launched with free call and text messages, and five times cheaper than others data, it disrupted the industry indeed.

To decode the journey of Brand Jio, its chief digital officer Vishal Sampat was in conversation with WATConsult CEO Rajiv Dingra at IAMAI 13th Marketing conclave in Mumbai. Speaking about the digital versus traditional marketing spend ratio, Sampat said, “A majority of recharges came from the digital channels and the traditional spend above telecom average.”

So, what is Brand Jio and what does it stand for? Jio stands for so much more than a telecom company, and it’s the world's largest startup. "From the business perspective, we have been building a pipe that enables billions of Indians to be online, get access to information that they did not get at the right rate," Sampat said.

"We are creating an ecosystem with our apps which not only allows consumers to come online, but experience so much more. We envision Jio as a way of life when it comes to people's digital life,” he said.

About the biggest challenge as Brand Jio moving from a service which was largely free to now paid, Sampat said: "Even after stopping being service, we still had a majority of users and we still are a hundred million plus -- with subscribers who paid us for Jio Summer Surprise and Jio Dhan Dhana Dhan. People are using our network constantly. Our data rates are the best in the industry. For paid Jio, consumers expect from us a certain level of customer experience. Despite the challenges, we successfully moved people from free to pay.”

One great thing which actually worked for the brand is King Khan, who is the brand ambassador.

“The market was dominated by three large players, and we planned to disrupt that market. From the marketing perspective, we had to be ready with various options -- one of which was choosing the perfect brand ambassador. Shah Rukh Khan's persona resonated with Jio," Sampat said.

"With our best quality service and SRK's help, we could clearly show to the world that there was an appetite for data. Then, we changed our strategy from the new launch campaign to a product-based campaign. I think product base campaign is the right way to go," Sampat said.

Jio started building the brand on two points -- one was the Net speed, and other was data. "You constantly challenged the market with these. They are challenging Jio with aggressive speed and downloads. Do you think you have to come up with a better promise," Dingra asked.

Sampat said that speed and downloads were the most talked about aspects. “The fact is that the 90 per cent mobile broadband data is carried by Jio in India. A majority of people are using our sim for data. People who claim that they are the fastest network need to cross-check with TRAI. On the regulator's website, a home-test in the last four months will reveal that Jio apps have been download faster than others. We are also the only pan-India 4G providers,” he added.

Latest Reads
Digital will be core of ad budgets by 2020: DAN report

MUMBAI: The increasing penetration of digital media in India is creating huge opportunities for marketers to reach out to untapped audiences in newer ways than before. Marketers are getting innovative with the way they choose to advertise to their audience.

MAM Media and Advertising Digital Agencies
Vodafone brings back the Pug in AR

MUMBAI: Television viewers and spectators at Sunday’s grand finale of the Vodafone Premiere Badminton League broke into impromptu smiles when they realised they had unexpected company.

MAM Marketing Brands
Smartworks shows tech-friendly office in new ad

MUMBAI: Provider of shared work spaces, Smartworks has launched its second brand video featuring the benefits of hassle free technology to enhance collaboration and productivity for its members.

MAM Marketing MAM
Ramesh & Suresh get 'lost' again in Cadbury 5Star 3D

MUMBAI: Ramesh and Suresh are back and this time they are lost at a whole new level. Over the last twelve years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh.

MAM Marketing MAM
Amazon says out with the old in Great Indian Sale ads

MUMBAI: E-commerce giant Amazon has launched its new campaign ‘Ab Sehan Kyun Karna’ in tandem with its first Great Indian Sale for 2018. The message to the customers is to do away with the old and usher in the new for the new year. The campaign features a series of ads on various situations in...

MAM Marketing MAM
WATConsult celebrates 11 yrs with unique board game

MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network, has launched PlayAgency, an innovative board-game, as part of its 11th anniversary celebration. To break the monotony of regular anniversary campaigns, the agency came up with something unique which caters to all...

MAM Marketing Brands
Dentsu Webchutney launches digital campaigns for Vespa Red and Aprilia

Dentsu Webchutney has created a digital campaign for Piaggio India’s trendsetting Vespa Red that was launched the month of October last year. It is an extension of its existing global collaboration with Red, an organisation that partners with global brands to create awareness and support the fight...

MAM Marketing MAM
Perfetti Van Melle hands over media duties to Wavemaker

Perfetti Van Melle India has handed over its media duties account to GroupM’s content and technology agency Wavemaker.

MAM Marketing MAM
The rising trend of coopetition among brands

MUMBAI: Who would have thought that companies would overcome their ego and actually collaborate with other brands to come up with joint advertisements? That is the new trend in the market-coopetition (a combination of cooperative and competition).

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories