The Campaign

Consumer research highlighted the fact that building an interactive platform for the end consumers creates a positive impact on the brand and the category at large. Hence, we decided to integrate with the most popular show on the TV – KBC (Indian version of Who wants to be a millionaire) and added the “gamification”, “real time playing” and “digital platform” to the campaign. From all the consumer immersion, we realized that everyone watching game always thought that they were a better player than the guy on the hot seat, and that worked as a key hook to anchor this platform. Many Indians aspired to be on the KBC hot seat but only lucky ones got an opportunity to play on the Hot Seat with Mr. Amitabh Bachchan. So, Jio-KBC was born to enhance interactivity and virality component in the brand communication, and also made it accessible to the whole country.

Creative Execution

The audience could play this game on their smartphones while the program was telecasted for the whole season comprising of around 50 episodes. We opened, 7 days of pre-registration, where 2 days were exclusive for Jio users. We added an exclusive lifeline integration, where for the first time anywhere in the world 2-way video call was offered. Jio hot seat, an express pass for a hot seat. Exclusive weeks for winners to play with popular Bollywood actor Amitabh Bachchan. Additionally, an exclusivity was also built to create a special bond with current Jio users. There was special Jio jackpot where participant with right answer stand a chance to win a car, smartphone etc and also a fully paid surprise USA trip. This was also clubbed with anchor brand mentions and a mega Jio jackpot of 10 million Indian rupees. Jio KBC turned million dreams into reality.

Jio-KBC became the biggest concurrent multiplayer gaming experiences anywhere in the world with 4 Million+ concurrent users • Over 30 Million people played • Extending internal policy of maintaining Net Neutrality and open platform, a brand agnostic Jio-KBC platform was offered to all consumers irrespective of which Telco they subscribed to • More than 12 Million competition subscribers played Jio –KBC witnessing high-speed data quality offered by Jio network • Approximately 23000 people won special prize apart from free data and additional vouchers from associated brand whoever played on this platform increasing the brand awareness. • Jio subscriber base rocketed by 45% within a month of JIO-KBC launch • India reached rank 1 worldwide in total data usage well ahead of developed nations like US and Europe

Today’s digital world which demands real experience and extended interaction with the end consumer, Kaun Banega Crorepati offered the gamification platform to many Indian to dream big with the help of smartphones. The beauty of this campaign was bringing whole country on a same platform without any discrimination. Anyone who was using smartphones and a viewer of KBC was our target. The smartphone was the sole identifier and eligibility to be on this platform. We anchored Jio-KBC got on our own internal app called Jio Chat which was a brand agnostic and anyone could download and use. This campaign was communicated at multiple touchpoints like TV, radio spots, billboards as well as retail. Millions played Jio - KBC real time, in the comfort of their homes or even in transit. People’s immersive involvement with the mobile play along experience was reminiscent of their fascination with early seasons of KBC.