Creative Execution

On 31st March, right before April Fool’s Day, our video went live across social media platforms, sparking off conversations amongst our audience and publications, alike. In a matter of hours, JioJuice was the topic of everybody’s conversations, with people speculating the launch date and lauding the innovation. The video even found its way on messaging applications, with people involved in the prank getting the video shared with them.

The video created a passionate uproar from eager fans on social communities and beyond. We received an incredible response for the video without a single dollar being spent on media. Impressions and Media Value: 1. 67 million impressions across all owned and earned media 2. USD 280,000 worth media value garnered from earned digital PR coverages Engagement & Mentions: 3. Engagement rate of 33% on social platforms 4. 35 million+ mentions on our campaign hashtag #JioJuice 5. 35+ leading publications in India covered the JioJuice video (Including: Times of India, Economic Times, Brand Equity, Hindustan Times, Financial Xpress, NDTV, Times Now etc.)

Our strategy was to address the nucleus of the problem by laying the foundation of our prank on a true user insight – “The constant need to stay connected”. As a telecommunication leader, we had already resolved the nation’s problem of unaffordable data and 4G connectivity. But what if we could make people believe that we could solve the next big problem, the ever-dwindling phone battery? We launched our prank with the help of a video across social media – JioJuice, a universal wireless charging solution for mobile phones, that worked by simply inserting a Jio 4G SIM that would enable transfer of energy through the phone’s network itself.