The Campaign

Typically, a few days before all major cricket tournaments, social media platforms are rife with debates, opinions, memes, and other forms of content. Most of them require some measure of knowledge, creativity and more importantly time that most participants or fans don’t have. Which is why, our idea of tapping into the raw fervor of cricket fans through ‘Jio Cheer Cricket’ was created to drive mass participation that came with familiarity and simplicity. Because all a cricket fan really wants to do is show their support for their team, for the players, for their country and to truly revel in the experience of the game.

Creative Execution

“Jio Cheer Cricket” campaign was rolled out on 30th may to 4th May, to precede the amped-up India-Pakistan Match. • The campaign was hosted on a microsite integrated with the Thunderclap tool. Users simply had to click to ‘Cheer For India’. Each message was attached with the campaign hashtag #JioForIndia • To increase reach and participation, notification messages were pushed to Jio subscribers. • We leveraged influencers with messages from Mumbai Indians, Indian Super League, Sir Jadeja and more to boost participation.

The campaign was a tremendous success. • #JioForIndia was trending across multiple cities with an ORGANIC REACH OF 24.8 MILLION • 38314 messages across Facebook and Twitter At 2.30 pm on the 4th of May, just before the match, all the cheer collected by the campaign was released on all social platforms: making it THE LOUDEST CHEER BY TEAM INDIA DURING THE CHAMPIONS LEAGUE TROPHY. • Jio is the first & the only brand in India to have done a Thunderclap campaign of this magnitude • Our campaign trended at #1 on Thunderclap for all the 4 days it was live and has been featured as one of the all time top campaigns on Thunderclap • Overwhelming response across India with the hashtag #JioForIndia trending across India and in specific cities - Chennai, Bangalore, Mumbai, Delhi, Pune, Hyderabad on the day of the match

ince, cricket fans in India can be found across socio-economic strata – we pushed our message without any additional demographic filters. We engaged fans online and on popular social platforms: Facebook, and Twitter. To ensure maximum participation we leveraged and integrated a tool called ‘Thunderclap’ which allowed users to ‘cheer’ on all platforms with a simple click. The initiative put fans at the center of the experience and aimed to unite millions of cricket lovers in the loudest digital cheer movement the country has ever witnessed. Simultaneously, it enabled cricket lovers to engage with their favorite cricket match in a new and unique digital mode.