T I M E L I N E

June, 2010: Reliance Industries buys 96% stake in Infotel Broadband Services Limited

January, 2013: Infotel renamed, Reliance Jio Infocomm Limited is born.

December 27, 2015: Pre launch for employees and families, event hosted by AR Rahman and Shah Rukh Khan.

August, 2016: Launched for vendors and selected people, pre launch for 1.5 million people followed.

September 5, 2016: Commercial launch (free for 3 months) by Mukesh Ambani, long queues signal heavy demand

JIO’S VISION

• Aims to turn broadband and digital services into a basic necessity; available for all

• Takes strong inspiration from ‘Digital India’ campaign

• Targets an overall hike in data consumption by providing

-High speed connectivity - Digital Healthcare - Affordable 4G devices - Digital Education - Digital Currency - Digital Entertainment and Social Connectivity

RELIANCE JIO PRE LAUNCH STRATEGIES

• Network quality assessment program• User base tag for predefined period• Pre-launch Tests• Beta Program Tests• Services• Claims• Tariffs• Mobile Number Portability (MNP)• Association with PM Modi’s ‘Digital India’ campaign

ANALYSIS OF TVCs

Television Commercials For Promotion Of Reliance Jio

•Portrayal of national icons in TVCs to attract customers•LYF mobiles too promoted by celebrities in TVCs•Uninterrupted network as a solution to call drop problem

CNBC TV-18

• Biased approach• Only pros covered, no cons• Network 18 Ownership: RIL

NDTV Profit

• Neutral approach• Informative reporting• Insights on both positive and negative aspects

BUSINESS CHANNELS’ COVERAGE OF RELIANCE JIO

PRINT MEDIA COVERAGE OF RELIANCE JIO

Business Standard

• Main Emphasis: (a) Response from Competitors(b) Potential, Challenges, and Growth(c) Telecos Price War

The Hindu

• Main Emphasis: (a) Idea Development (b) Main offerings through the service(c) Controversies surrounding Jio

Economic Times

• Main Emphasis:

(a) Financial standing of the company(b) Critical comparison

CELEBRITY ENDORSEMENTS FOR RELIANCE JIO

• Shahrukh Khan named brand ambassador

• SRK along with A R Rahman hosted Reliance Jio 4G launch on December 27, 2015

• Prime Minister Narendra Modi featured as face of ‘Digital India’ in Reliance Jio print ads

CLONED CELEBRITY TWEETS ON #CELEBRATINGJIO (NEGATIVE PR)

RELIANCE JIO IN DIGITAL SPACE

• Annual General Meeting Speech Goes Viral – Mukesh Ambani does a ‘Steve Jobs’

• Prime Minister Narendra Modi and Shah Rukh Khan Controversy Attracts More Eyeballs

• Reaction On Social Media Platforms Giving More Publicity

PERCEPTION ON TWITTER

• Tweeples celebrating Reliance Jio plans and concept

• Tweets bashing incumbents for poor network and call drops very common

• Jio being viewed as a sure shot market disrupter, but poor connectivity remains a worry

CHANGE IN PR STRATEGIES BY COMPETITORS

• Official complaint filed with TRAI against Jio’s disruptive pricing

• Reach out calls by incumbents to existing users explaining superiority over Jio

• Network transparency introduced by Airtel with open network strategy

• Jio’s possible technical limitations outlined by competitors

• Increased attention to the issue of call drops, networks beefed up

• Customizable plans and offers launched to retain consumers

RELIANCE JIO: OVERALL PERCEPTION

• Low tariffs certainly good news

• Poor connectivity continues to frustrate new Jio users

• Call drop remains a major issue on social media forums

• Viewed as a game-changer by all

• Nationalist appeal due to ‘Digital India’ alliance

• Still Work in Progress

Thank You!Group 2, AD-PR, IIMC, 2016-17