Jio
Description
Jio, which is the world’s largest mobile data network, created a new digital Life for India. Jio was launched in 2016 and achieved a world record with more than 50 million customers after 83 days and crossed 100 million customers in 170 days. The way how people learn, listen, communicate, pay, watch TV and many more changed with Jio. Before Jio’s launch, India was 155th in the world in mobile broadband penetration. With Jio, India is No. 1 in mobile data consumption in the world overtaking USA and China. All aspects of the brand, the strategy, the products, millions of stores and related communications have been developed. Starting with a future driven advanced creative identity based on a colour algorithm Jio became a truly personalized brand. The Brand of Jio – which means in Hindi “to live” – is rooted deeply in India, celebrating its vibrancy, diversity and happiness.
Statement of the jury
Jio makes historically significant impact. In just half a year, India and its population of 1.3 billion people went digital, jumping from 155th to 1st place in worldwide mobile data usage: 50 million customers in 83 days, 100 million in 170 days – a world record! All Jio products made it into the top 20 in the Apple and Google app stores and some made it to first place. Jio became the number one global social trend. And about 700 million people connected to all forms of knowledge for the first time. A key reason for this success is that Jio became one of the first fully personalised brands to touch on virtually every aspect of life: payments, listening, communication, and much more. In this brand environment, personalisation begins with identity – and this is something new. Jio (which means “to live” in Hindi) opens with a colourful, algorithm-generated design based on India’s most widely used colours. This means that everyone’s Jio experience is a little different, literally and symbolically. This creates a digital lifestyle that promotes maximum engagement. Jio is the first Indian brand to present Indian heritage with world-class design. Design, made in India.