Communicating Creatively with the Masses

With social distancing speeding up digitisation across industries - sectors including marketing and advertising are shifting to smart technologies and are trying their bit to utilise tech and various innovative social media tools to bring advancements in the industry. One such company is Jio Creative Labs (JCL) that has been using the best of the technology available to help brands communicate with their audience effectively. Working as an independent creative advertising agency, JCL has been fulfilling several creative requirements of the brands. 

JCL’s campaigns have always put technology at the forefront. The most successful one includes it's 2019 ‘Reliance Retail Mango VR’ campaign. The purpose of this campaign was to inform the audience about how their mangoes are grown organically without the use of any chemicals. In the summer of 2019, Reliance Fresh & Smart started a campaign at five stores across the country, over a 45 day period. 

The idea was simple, rather than the brand preaching about the organic nature of the product, through Virtual Reality (VR), it transported the consumer to the farm where the mangoes are grown. During this short VR based video, the farmer himself takes the consumer on a one- minute tour on how the mangoes are grown and shipped to the stores. Further, post the 360 degree tour, participants were made to play games including identifying names of the mangoes and plucking mangoes from a virtual tree. However, to add more perks for a consumer, on the basis of the number of mangoes plucked, the user was given a coupon that could be redeemed at the store. The campaign saw huge success and a 73 per cent coupon redemption rate, which was the highest ever for the brand. This activity also won multiple awards for Use of Technology in Retail and Use of Technology in Marketing Campaigns.

Advertising with Purpose 

For an advertising company to interact with its audience effectively is not its only purpose, it must aspires to make social impact. JCL’s other famous campaign with Election Commission of India had a similar story. With the target audience of 90 crore Indians, massive in scale, the campaign was to influence and persuade people to vote in 2019 elections. The purpose of this campaign was to spread the word amongst every citizen to vote. It involved branding of the exercise, communication design, logo and assets creation, creating multiple TVC’s, radio spots, and digital films. The campaign’s creatives focussed on a specific aspect of voting including ethical voting, provisions for service voters, overseas voters, encouraging women, encouraging youth, etc. So right from the core thought - Desh Ka Mahatyohaar - to the execution, where children were appealing to every eligible voter to cast their vote, everything had an eye-catching form to it.

Due to its nature, the campaign had to be simple yet appealing for mass comprehension. To cut the clutter and the noise being made by brands, NGOs, and political parties, JCL coined 'Tyohaar' which had an instant connect with Indians. Through this concept, it by default made the activity of voting participatory. So, the campaign’s communication objective was achieved through this, and then the fun execution took care of the rest.

In 2019, the nation saw its highest-ever voter turnout at 67 per cent, and a new benchmark for the number of women voters as well. The campaign achieved resounding success and an award from the Election Commission of India.

Women empowerment is another major area which has a plethora of creative ideas but only a few have the capability to fulfil its true vision. In 2019, the UN Women’s South East Asia Chapter was established to accelerate the progress on meeting women's needs worldwide. JCL shot across the length and breadth of the country in over 28 cities with over 40 women achievers to highlight the need that women have the right to live a life on their terms, and the right to make their own choices. As a clarion call, the objective of the campaign was simple to rally the masses towards the much-needed cause. Through the anthem  ‘Mujhe Haq Hai’ the short video brought together women from all fields, from all parts of India, achievers, and celebrities together- from women leaders at the grassroots level to service authorities, sportspersons, entertainers, businesswomen, and musicians. The video also received international acclaim wherein it was played at a global stage for the United Nations and received immense love and appreciation. The objective of the video was to inspire women and girls across India and beyond, and spread the message. 

JCL's team has always been at the forefront of technology content, where it has been constantly working with “XR” technologies. From working with the biggest brands to the most influential personalities, Jio Creative Labs has been at the forefront of marketing, advertising & communication in the country.