INDIA 2

Jio

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.
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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.

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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.

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