Busy Indian Street


Branding the world’s biggest start-up

Jio is more than a mobile network. We helped them incite a movement with the potential to advance a nation. To make the brand as big as it could be, we moved the metrics for success from subscriber numbers to building an empowered India.
Ambani Reliance Jio

The birth of a movement

In 2018, 90% of India’s population didn’t have access to the internet. Mukesh Ambani, the richest man in India and Chairman of industrial giant Reliance Industries, had a vision to bring next-generation communications and internet access to all of India.

But this was bigger than a communications network – it was an ambition that signalled a new way of life for India. Because when people in villages can Skype doctors and young children can watch Harvard lectures, India as nation can progress.

Jio company logo

Live life

Our strategy was to create a movement for national transformation. We put a team on the ground to learn the intricacies of the business and develop their brand strategy.

Together, we found a name that was bigger than just infrastructure. Jio – the Hindi for ‘live life’ – spoke to the wider ambition of Indians getting on and making the most out of life.

The world’s biggest start-up

In 2020 Jio is a platform of over 20 media, communications and technology companies with an enterprise value of $65 Billion and 388 million customers.