SVKM’s Narsee Monjee Institute of Management Studies

Mukesh Patel School of Technology Management and Engineering

Interim Report
On
CONTENT, STRATEGY DEVELOPMENT AND CONSTRUCTION OF
IMC FRAMEWORK FOR LAUNCH OF RELIANCE JIO

Business of Ideas, Reliance Jio Studios

By
Chinmay Kale
Roll Number: L013
SAP ID: 71114120012

Faculty Mentor: Professor Dinesh Panchal

Industry Mentor: Mr. Aniruddh Naik
Contents

Introduction ....................................................................................................................................................................... 3
Description of Tasks ......................................................................................................................................................... 4
Future Tasks ...................................................................................................................................................................... 6
Learnings........................................................................................................................................................................... 7
Exhibits ........................................................................................................................................................................... 10
Introduction
1. Company

Business of Ideas (BOI) was started by Mr. Aditya Bhat (CEO) who previously had worked in production
houses like STAR TV, and also produced shows like Rakhi ka Swayamvar and has tons of experience in the
industry of media and marketing. He also has teaching experience in MBA colleges like Welingkar College
and so on.
The motto of the company is – “The best way to have an idea is to have lots of ideas”.
It focuses on the objective of continuous 360 degree thinking in all fields of its business and coming up with
innovative but relevant ideas.
The six business areas in ‘Business of Ideas’ are:
1. Business Of Brands
This business basically includes brand management and consultation for its clients.
2. Business Of Print
Creation of 3600 marketing plans for their clients. Marketing and promotion via newspapers and provides
consultation for the same.
3. Business Of Television
This business includes the creation of TV formats both fiction and Non-Fiction for production houses.
4. Business of Cinema:
This business specifically promotion and marketing of the movies.
5. Business of Events:
This business field includes the creation of Intellectual Properties and events.
6. Corporate Social Responsibility
This business includes the management of the CSR activities and also consultation of the same.
Hence Business Of Ideas gives 360 degree media marketing consultation to its clients.
2. Work Profile

Business of Ideas has the following teams:

The Content Generation Team: This team generates content of different genres and social causes for the
digital platform as well as for the campaign work for Jio. This team executes its content on the digital
platform via Aur Dikhao, an active channel on Youtube, Facebook and other popular social media websites.
Some scripts and videos feature renowned celebrities like Sunny Leone, Alok Nath and so on. Aur Dikhao
has an average subscriber base of 9000 on Youtube and 1300 on Facebook.
The Social Media Team: This team is responsible for ensuring that the content is viewed by the masses and
delivers content to various content curators like Scoopwhoop, Facebook, Culture Machine and so on. Also,
it is responsible for PR handling of celebrities featuring in the videos.
Strategy Team: This team focuses on Jio and its launch. 360 degree campaigns for the launch of Jio and its
sub-products (Jio apps) are planned and executed by this team. An integrated marketing communications
framework includng television ads, print ads, outdoor ads and so on is designed for Jio campaigns as well as
other major avenues like film promotions, celebrity promotion and social causes.
Description of Tasks
The weekly description for the tasks and project is given as follows:
Week 1:
A basic briefing of the job description for every team was given. The first week was assigned to the Content
writing and development team. Some popular international advertisements which were most-viewed on
Youtube were selected and they were to be reshot and converted into an Indian context and background.
Popular brands like Jockey, DHL, Burger King, Vicks and so on were selected and after reshooting these
advertisements, it was planned to release it as a compilation on Aur Dikhao as well as pitch it to the Indian
marketing branches of these brands. The reshoot of Jockey’s advertisement was successfully completed in
this week with different production sets and props. The entire shoot was zero budget, was done with
professional crew and successful. Currently, the shooting and editing of the video is in process.
Week 2:
With the arrival of interns from different colleges, this entire week was an incubation and nurturing session
for all the interns with a proper description of what each department does and what each department would
expect out of an intern. Various informative lectures about brand management, film marketing, brand
pitching, celebrity marketing, film making, content development and curation, strategy development,
presentation making and so on were given in this week. Team-building exercises, celebrity presentations,
on-the-spot film marketing, scriptwriting exercises were conducted. A celebrity marketing presentation for
Evelyn Sharma was presented in front of her. Also, a field trip to Reliance Corporate Park at Ghansoli was
organised which included a meeting with Mr. Pankaj Pawar, the CEO of Reliance Jio. The agenda of the
meeting was to understand what exactly Jio is right now and how is it going to be handling the customer
demands post its launch. Also, an analysis of Jio’s competitors: AVOID (Airtel, Vodafone and Idea) was
presented. This was followed by an array of mobile applications Jio will offer for iOS and Android users
with their connection. Interns were allowed to use these apps on their phones and check for bugs, ease of
operating interface and submit their final reviews about the apps. Pitching exercises and brand building
exercises were carried out by communicating these apps via personal selling to the employees of Jio.
Week 3:
With addition of editors in the content team, a new project for content was produced simultaneously. It
involved a parody of popular Bollywood movies like Baghban, Kuch Kuch Hota Hai and so on. It was
content aimed for Youtube. Entire scripting of the narration of the parody was done. Currently, the content
in Baghban is in post-production. Simultaneously, my role involved major contribution in the Strategy
department of the organisation. Various insights regarding Jio’s pre-launch, post launch and apps were
gathered with a group discussion and some refined insights were finally given a tagline, hashtag or hook,
integrated into a pre-launch or post-launch campaign promoting better value, better ecosystem and better
network for Jio. Some of the campaigns required television commercials to be shot to showcase the thought
better. A lot of mock television advertisements were shot using amateur equipment. Entire advertisement
shoot was executed by a team of interns. Even the editing was done by interns. These ads were scripted and
executed for a final presentation to the Jio Board of Directors.
Week 4:
A complete transfer was done and I was assigned to the Strategy department on a full time basis. After the
meeting with the marketing department of Jio, a few campaigns were approved and selected and further
research and a well established framework for ideal communication of these campaigns was demanded by
the senior staff. A 360 degree IMC framework had to be done for four campaigns, including television
commercials, print advertisements, digital adertisements, trends on social networking websites, below the
line marketing, tie-ups, branded content development, outdoor marketing and so on. The entire presentation
was finished in three days with a proper advertisement shot using professional equipment and senior actors.
Apart from the sophisticated equipment, senior actors and minor camera angle changes, there was no change
in the script of the mock shoot and the final shoot. The campaign was done and dusted way before its
deadline and I provided additional assistance to other campaigns which were incomplete.
Week 5:
Further IMC framework designing of other Jio campaigns was done. Please refer the exhibits for the final
presentations. The completed project and presentation has been submitted to and approved by the marketing
Board of Directors of Jio and further action will be taken by them. Further, the Digital Marketing team was
assigned the role of Airtel, Vodafone and Idea. They had to plan an offensive strategy for attacking Jio. The
strategy department had to design a counter offensive strategy for all the offensive strategies by Vodafone,
Airtel and Idea. Hence, this week was dedicated to the offensive strategies to be formulated by the
Vodafone, Idea and Airtel team.
Week 6:
This week did not have much work in the office as there was an outbound trip to Matheran planned by the
organisation for team-building and gelling. There was a reshuffling of interns into different teams. In spite of
this reshuffling, I still managed to hold my position in the strategy team. With new entrants in the strategy
department, I had to brief and explain them the current projects and work distribution. Continued with the
IMC framework design for Jio.
Week 7:
The presentations were given by the Airtel, Vodafone and Idea team to us regarding how they will be
attacking Jio. For these strategies, we designed the counter strategies that Jio should adopt. It included
various strategies like flank strategies, guerilla strategies, frontal attack, bypass attack and encirclement
attack to be used against the competition. I specifically worked towards Airtel and countering their attacks.
The presentation can be scanned from the Exhibits section. Also, another task was assigned which included
calculating the total digital presence of Idea, Vodafone and Airtel. Digital presence would be calculated by
finding out what exactly would be posted on their official pages on Facebook, handles on Twitter and
channels on Youtube. A number of posts and uploads were calculated for the year 2015-16, it was verified
how could they benefit the brand value of these mobile networks and how important were these posts in a
competitive environment. Also, a list of events sponsored by these brands was drafted for the last three
years. This presentation was also simultaneously being worked upon by the Strategy team.
Week 8:
After finishing the Airtel counter presentation, the digital presentation was started for Idea Cellular. Their
Facebook page and Twitter handle were analysed and number of posts were found out. The major posts were
figured out based on the likes, comments and frequency of trending hashtags. Also, popular nation-wide as
well as regional events sponsored by Idea were scanned and mentioned in the final presentation to be sent to
the Jio Board. The presentation can be scanned from the exhibits.
Week 9:
After completing all the pending assignments and projects, a new project, which includes framing an IMC
network for all the Jio Apps was assigned to the strategy department. A few insights and data has been
collected and the project is now in progress. Simultaneously, the strategy team is also working on DIGICI, a
celebrity index calculating their popularity in the digital world (Facebook ,Twitter, Youtube, Instagram,
Google searches and so on). This can identify which celebrity (film, television or sports) has been active on
the social media in a month. This monthly index calculated the popularity and bankability of any celebrity
and will be pitched to brands looking for celebrity endorsers.
Future Tasks
1. Identify insights and innovative solutions which the organisation can offer to the customers.
2. Analyse the market and other external media and verify how it can help the organisation.
3. Develop campaigns that are feasible, marketable and profitable.
4. Explore other departments and teams for a detailed and high amount of learnings and knowledge.
Learnings
I. Idea Generation

In Jio Studios, the interns were not spoon fed, instead they were encouraged to come up with their own unique
solution. The interns were even an idea or thought to germinate on, and on the understanding and opinion of
the interns, they could develop the idea in their own flavour. The mentors and the CEO were always on stand-
by to help and guide the interns which made the atmosphere at the office a very interesting and learning
experience with different people from different backgrounds, from more than ten colleges and of course
various perspectives which helped in nourishing and developing me during the internship.

II. Market Analysis

The practical use of marketing analysis models like porter’s 5 force model, SWOT analysis, PESTLE analysis,
4Ps of marketing, IMC framework design for analysis the market and its surrounding, and making strategies
on the basis on the output of the analysis.

III. Primary and Secondary Research

Primary research and secondary research using various analytical tools and also using various sources. I have
learnt that researching on a particular topic can be done in depth with sources like Forums, Google News,
Google Adwords, the company website if available, the company’s official Facebook or Twitter page,
Linkedin profiles of the key people related to the topic, bloggers registered by the company for branding,
observe and take note of any trends related to the topic, interviews of the various people related to the topic
and so on. Also sites such as SocialBlade, SimilarWebsite, SocialBakers, Alexa and BARC are very useful
for getting information on websites, Facebook, Twitter and Youtube data, television show ratings, upcoming
movies and so on.

IV. Good-looking Presentations

After tons of research on how to exploit the various features of MS Powerpoint, and a little hands-on
experience after playing with the aesthetics in a presentation, attractive presentations which can grab eyeballs
can be made.

V. Integrated Media Marketing

We have now learnt how to make all round strategies for media marketing for a particular product promotion
and marketing. The various aspects of the different mediums of media, namely, print, television, radio and so
on like cost vs effectiveness, reach, effective frequency, impact, designing of the message, pros and cons of
each media, yield ratio and so on. I also had the opportunity to learn costing and ROI to a certain extent. So
the intern basically learnt to use an appropriate media for the appropriate requirement.
 VI. Event Planning and Coordination

We have also learnt how to plan events like intellectual properties on an overall level, which includes
marketing, venue, day to day itinerary, sponsors, costing, branding, media collaboration, promotion and so
on. This planning covers almost every important step of execution for the event.

VII. Media Marketing

I also got a hands-on experience as to how marketing and promoting of a product can be done with the help
of one of the most strong and effective means, which is media. Strategizing the promotion in a subtle way into
the minds of the target consumer and carefully but in a smart manner engage the consumer to the product and
then compel them to use the product. Collaborating with various production houses both TV, films and print
partners. Leveraging media for promotion of products and brand management while managing the image of
the brand. Since India is a country, the land of Bollywood, in which media like radios, newspapers, TVs,
Movies are a very integral part of every citizen’s life, the power and influence of media over consumer
behaviour is breath taking.

VIII. Hierarchy of Effects:

The hierarchy of effects is a process of marketing where one begins with a total unaware potential market for
a brand and progress through a series of stages to ideally end up in a state of loyalty. Thus it is a very important
model while launching a new product or a brand all together.

The different phases of the model are:

i. Awareness:
Originally the target audience is completely unaware of the brand or the product and
thus the first step of the marketer is to make the target audience aware of the same. Thus
for this small teasers are done for creating brand or product awareness.
ii. Knowledge:
The target audience may be aware of the brand or the product but may have no or very
little knowledge about it and thus the second task of the marketer is to create brand
knowledge. It includes print ad which provide detailed information about the brand or
the product. It includes in providing the core competencies of the brand or the product.
iii. Liking:
Once the target audience has the sufficient amount of knowledge regarding the brand
or the product the next task of the marketer is to create a liking for the brand or the
product in the minds of the consumer. If the target audience seems to be unfavourable
towards the brand or the product than the marketer must find out the problem and reason
for this disliking and solve it so that the target audience develops a favourable mind
space towards the product or the brand.
iv. Preference:
The target audience might seem to like the product or brand but may not prefer it over
its competitors. Thus now it is the task of the marketer to create preference for its brand
or product. In order to create preference the marketers need to promote the brand or the
product in terms of quality, values, performance and other features with makes the
brand or the product superior over the others.
v. Conviction:
The target audience may prefer a particular brand or a product but may not be convicted
to buy it. Therefore it is the task of the marketer now to create a feeling of conviction
in the mind of the target audience.
vi. Purchase:
This is the final stage in the hierarchy of effects model. Once the target audience is
convicted to make the purchase than the actual purchase is done thus symbolizing the
success of marketing of that particular product or brand.
Exhibits
Please scan the QR code for access of the presentations and advertisement videos made by me during the
internship program.

Exhibit 1: Bahaane Band Karo IMC Campaign Presentation.

Exhibit 2: Bahaane Band Karo Mock Advertisement Video.

Exhibit 3: A Better Ecosystem with Jio Apps Mock Advertisement Video.

Exhibit 4: What if Sholay was made in the JioWorld Mock Advertisement

Video.
 Exhibit 5: Jio’s Counter-offensive Strategy to Airtel, Idea and Vodafone
Presentation.

Exhibit 6: Idea Cellular’s Digital Presence Overview

Exhibit 7: Idea Cellular’s Digital Presence Presentation.

Exhibit 8: Final Video of Bahane Band Karo – Jio’s post launch campaign.