RESEARCH REPORT

ON
“The role of Integrated Marketing Communication in Success
of Reliance Jio”

SUBJECT: INTEGRATED MARKETING COMMUNICATION

Under Guidance of Prof. Laknath Jayasinghe

Submitted by
Mudit Khanpuri
Aditi Shokeen
Prasanth Gumma

O.P. Jindal Global University

Sonepat
Table of Contents
1. INTRODUCTION ........................................................................................................................ 3
1.1 TARGET MARKET................................................................................................................... 3
1.2 POSITIONING .......................................................................................................................... 3
1.3 OBJECTIVE ............................................................................................................................. 4
1.4 BUDGET ................................................................................................................................. 4
2 LITERATURE REVIEW: .......................................................................................................... 5
2.1 FACTORS AFFECTING BRAND ADVERTISING SUCCESS AND EFFECTIVENESS ....................... 5
2.2 CO-BRANDING: ...................................................................................................................... 6
2.3 EVENT MARKETING (SPONSORSHIP & EXPERIENCES): ......................................................... 7
2.4 CELEBRITY ENDORSEMENT’S ................................................................................................ 7
2.5 EXPERIENTIAL MARKETING (SALES PROMOTION): ............................................................... 8
2.6 NEW STEPS CUSTOMER PATH (5 A’S) ................................................................................... 9
3 METHODOLOGY ..................................................................................................................... 10
3.1 JIO LAUNCH CAMPAIGN....................................................................................................... 10
3.2 JIO DHAN DHANA DHAN CAMPAIGN ................................................................................... 10
3.3 APPLE IPHONE CAMPAIGN ......................................................................................................... 11
3.4 JIO KBC PLAY ALONG CAMPAIGN ..................................................................................... 11
4 FINDINGS: ................................................................................................................................. 12
5 DISCUSSION AND ANALYSIS............................................................................................... 14
5.1 JIO LAUNCH CAMPAIGN....................................................................................................... 14
5.2 JIO DHAN DHANA DHAN CAMPAIGN: .................................................................................. 15
5.3 CO-BRANDING ..................................................................................................................... 15
5.4 JIO KBC PLAY ALONG ......................................................................................................... 16
5.5 EVALUATION OF IMC SUCCESS ........................................................................................... 16
6 REFERENCES ........................................................................................................................... 17
6.1 PEER REVIEWED SCHOLARLY JOURNAL ARTICLES ............................................................. 17
6.2 BOOKS.................................................................................................................................. 17
6.3 WEBSITES ............................................................................................................................ 17
EXHIBITS ............................................................................ ERROR! BOOKMARK NOT DEFINED.

List of Figures
Figure 1 Factors Affecting Brand Advertisement Success and Effectiveness ............ 5
Figure 2 Critical Factors for a Co-Branding Strategy (Chang, 2009) .......................... 6
Figure 3 There are types of strategies that are generally used in co-branding.
(Chang, 2009) ..................................................................................................... 6
Figure 4 The Sponsorship Portfolio (Simon J. Cliffe, 2002)........................................ 7
Figure 5: Benefits of Different Sales Promotion(Pierre Chandon, 2017) .................... 9
Figure 6 New Customer Path Framework .................................................................. 9
Figure 7: Jio Launch Day Advert. ............................................................................. 14

2 The role of IMC Campaign in Success of Reliance Jio

1. INTRODUCTION
Reliance Jio commercially launched its Mobile services in India on 1st September
2016. Mobile services market in India is very competitive and has presence of large
players such as Airtel, Vodafone Idea & Tata Docomo. As per report Published by
NASSCOM India had 1 Billion Mobile users out of which around 230 Million were
smartphone users and are expected to rise up to 730 Million in 2020 (NASSCOM,
2016).
Reliance had a late mover disadvantage as mobile market is very saturated in India.
Not only Jio had to persuade the consumers to shift from another mobile network to
its network, Jio had to create Brand awareness, forge brand Image in consumer
memories, elicit positive brand judgement and feelings which in turn will contribute to
higher brand equity.
To reap the most benefit out of marketing communication companies must integrate
its all marketing communication activities to deliver a consistent message and achieve
the strategic positioning. A complete IMC plan is not only focused on the Promotion
part of marketing mix i.e. Product, Price, Promotion & Distribution, rather reaches
every element of the marketing Mix.

1.1 Target Market

Reliance Jio Target Market includes 2/3 of Indian Population (Bloomberg Quint, 2017).
India has one of the youngest population in the world with 365 Million people aged
Between 10 to 24 Years and around 648 Million (48.3 %) population aged between 15
to 44 Years (CIA World Factbook, 2017). Reliance Jio is targeting Mass market for its
services.

1.2 Positioning
Jio is positioning Itself as high-speed internet service provider at a relatively cheap
price than the competitors. Reliance Jio focus is more on data services which in non-
conventional. Jio also launched different applications such as JIO TV, JIO Music, Jio
Cinema & Jio Magazine’s to create an Eco system of digital applications based on
high speed data. Jio tag line used is “Digital Life” which shows the positioning strategy
of the company.

3 The role of IMC Campaign in Success of Reliance Jio

1.3 Objective
Jio is new entrant in the market, main objective of IMC campaign of Jio is to build
brand awareness and gain market share. Secondary objectives are to build brand
identity. Reliance Jio target was to get 100 Million consumers within first year of its
launch (Economic Times, 2016)

1.4 Budget
As per Pitch Madison Report Reliance Jio Spent around INR 1000-1500 Million on
advertisement in FY 2016-17. (Live Mint, 2017). Most of the Spending done by
Reliance Jio is in Sales Promotion. Reliance Jio Made its services free for the first 6
Months which incurred most of the promotional cost and is estimated to be around
INR 10000 Million.

4 The role of IMC Campaign in Success of Reliance Jio

2 LITERATURE REVIEW:
2.1 Factors Affecting Brand Advertising Success and Effectiveness
7 Major factors affecting the success of advertisement are advertising message and
creativity, advertising media selection, market research, competitiveness, market
share, uniqueness, and customer relationship(Azarnoush Ansari, 2016). A well-
designed advertising message contributes to the positive brand image of the firm. A
well-designed advertising message is one that describes the advertised
product/service with charming expressions that are based on its actual attributes. An
insightful selection of advertising media can help an organization to succeed in its
brand advertising.
Selection of advertising media means that the company should carefully examine all
possible advertising media in which it can advertise its products/services, and then
perform a cost-benefit analysis (CBA) to find out which advertising media will help the
company to generate more revenue and are more congruent with the company’s
marketing objectives, advertising budget, target audience, and production capacity.
Properly conducted Market research gives marketers insights about the consumer
and can successfully contribute in effective advertising.

Figure 1 Factors Affecting Brand Advertisement Success and Effectiveness

Also, company competitive advantage over others, Market share, Uniqueness of Product and
customer relationship also effect advertisement effectiveness.

5 The role of IMC Campaign in Success of Reliance Jio

2.2 Co-Branding:
Co-branding also called as brand alliances occur when two or more existing Brands
are combined into a joint product or are marketed together in some fashion (Uggla,
2004). It is a marketing arrangement to utilize multiple brand names on a single
product or service. (Chang, 2009). It is basically when two brands come together and
share resources. The philosophy behind co-branding is to attain advanced market
share, increase the revenue streams, and improve competitive advantages through
customer awareness and Leverage on another Brand’s Equity. A great deal of
attention has been focused on selecting a co-branding partner-not only the essentials
of the potential parties but a series of steps in selection process.
While going for Co-branding there are some critical factors that companies need to
consider before entering the same.

Figure 2 Critical Factors for a Co-Branding Strategy (Chang, 2009)

Firms need to understand the transitional cost, capital restructuring to be done, culture
differences in the organizations, consumer acceptance of the brand and core values
of each of the companies.

Figure 3 There are types of strategies that are generally used in co-branding. (Chang, 2009)

6 The role of IMC Campaign in Success of Reliance Jio

2.3 Event Marketing (Sponsorship & Experiences):

Event Marketing can be defined as public sponsorship of events or activities related

to sports, art, entertainment & social causes. (Keller, 2015). Companies targeting
niche markets generally do small event sponsorship where their niche market
revolves. But companies which need brand awareness or targeting to mass markets
tend to sponsor bigger events (Simon J. Cliffe, 2002). Rationale behind sponsorships
is that it provides marketers to be a part of special and personal relevant moment in
the consumer lives and sponsors can broaden and deepen their relationship with their
target market. Key Benefits for marketers by sponsoring Events are following (Keller,
2015)
 To identify with a particular target or lifestyle
 To increase awareness of the company product name
 Reinforce consumer perceptions of key brand image association’s
 To create experiences and evoke feelings

Figure 4 The Sponsorship Portfolio (Simon J. Cliffe, 2002)

2.4 Celebrity Endorsement’s

Marketers use celebrity endorsement’s because a famous person can draw attention
to the brand and can shape consumer perceptions of the brand. Fans of celebrities’
can also become fans of the brand (Keller, 2015). A celebrity used in ads should have
high level of visibility and rich set of potential useful associations, Judgement &
feelings. Using celebrity endorsers does not always have positive effect on brand. The
celebrity used should be relevant to the brand. Also, there is certain personality
transfer between the celebrity and the brand in line with the theory of
morphopsychology (Laure Ambroise, 2014)

7 The role of IMC Campaign in Success of Reliance Jio

2.5 Experiential marketing (Sales Promotion):
Experiential marketing is a form of advertising that focuses primarily on helping
consumers experience a product or service offered by a brand. While traditional
advertising (radio, print, television) verbally and visually communicates the brand and
product benefits, experiential marketing tries to immerse the consumers within the
product by engaging as many other human senses as possible. A popular way to
acquire new customers, especially among service providers, is to offer free-trial
promotions. Customers on a free trial are allowed to try the service for a limited amount
of time at no charge. Consumer sales promotion also contribute to large increase in
sales in short term and permanent effect of sales promotion are very rare (Heerde,
2017)

Recent research has suggested that the way in which customers are acquired may
have an enduring impact on their behaviour, even long after adoption. (HANNES
DATTA, 2015). In paper published by Hannes Datta in Journal of marketing Research
“The Challenge of Retaining Customers acquired with Free Trials” its mentioned that
expected Customer Lifetime value(CLV) of customers attracted with free trials is less
than the expected value of regular customers. Because they have a less developed
relationship with the firm, free trial customers are more uncertain about the service
benefits. As a result, they rely more on marketing communication and their own usage
behaviour when deciding whether to retain the service. We find that, compared with
regular customers, the net CLV of free-trial customers is much more responsive to
direct marketing, advertising, Therefore, companies should target direct marketing and
advertising more to free-trial than to regular customers. In these marketing
communications, firms are advised to remind free-trial customers about their usage
rates, especially when they are high, to make these customers even more likely to
retain the service (HANNES DATTA, 2015). Consumer sales promotion also
contribute to large increase in sales in short term and permanent effect of sales
promotion are very rare (Heerde, 2017).

Also in the paper “A benefit congruency framework of sales promotion effectiveness”

its mentioned that sales promotion providers two type of Benefits to the consumers,
Hedonic Benefits & Utilitarian Benefit’s and they also provided the effectiveness

8 The role of IMC Campaign in Success of Reliance Jio

matrix for different type of sales promotion which is given below. (Pierre Chandon,
2017)

Figure 5: Benefits of Different Sales Promotion(Pierre Chandon, 2017)

In “Predictably Irrational” by Dan Ariely its proved that consumer tends to favour Free
products related to deeply discounted products & services and during free trails
consumers feel attached to the product or service and create a sense of ownership for
it and tends to keep it after free trail expires (Ariely, 2008)

2.6 New Steps Customer Path (5 A’s)

In the Book Marketing 4.0 a new customer path is proposed(Philip Kotler, 2017). This
customer path has 5 A’s which are shown in image below. Aware and Appeal are
Cognitive stages, ask is affective stage and Act and Advocate are Conative Stages.
Marketers should use more traditional media in Ask and Appeal stage and then further
move to digital as the consumer progress along the path.

Figure 6 New Customer Path Framework

9 The role of IMC Campaign in Success of Reliance Jio

3 Methodology
For our research, we analysed Jio Print & TV advertisements, You Tube Channel,
Brochures, Social Media Page and website of Reliance Jio. We divided the campaign
into the following categories based on IMC objectives, advertising design and theories
Used from launch till date and analysed the contact accordingly.
 Jio Launch Campaign
 Jio Dhan Dhana Dhan Campaign
 Co-branding Campaign
 JIO KBC Play Along Campaign

3.1 Jio Launch Campaign

Jio Launched its services on 1st September 2016 and launched its first IMC campaign.
They created a Buzz in the market with making voice and Telephony Free and
launched their Facebook Page, website and YouTube Channel (The Indian Express,
2016).
Jio Launch TV advertisement:
https://www.youtube.com/watch?v=jFPp4vZCM5w&index=4&list=PLMz8h3ZIXD59B
H3cqA2YP1ID7bVuvxmOj
Jio Web Site: https://www.jio.com/
Jio Print Advertisement: Exhibit 7.1
Brochures: Exhibit 7.1
Facebook Page: https://www.facebook.com/Jio/

3.2 Jio Dhan Dhana Dhan Campaign

Jio Dhan Dhana Dhan Campaign was launched in March 2017. This campaign was
launch before Jio ended its free trail programme. This campaigned was an event
marketing campaign in which Jio sponsored all teams in IPL. This campaign was very
important for Jio to retain its customers after free trial ends.
TV Advertisement’s: https://www.youtube.com/playlist?list=PLjjp_CgAAOf-
SlkI7pJ48X-4LRdFXID04
Brochures: Exhibit 7.2

10 The role of IMC Campaign in Success of Reliance Jio

3.3 Apple IPhone campaign
This campaign was launched by Jio with the launch of IPhone 8 and IPhone X.
Tv ads: https://www.youtube.com/watch?v=CYLcgjhIqJ8
Brochures: Exhibit 7.3
Jio Website Advertisement: Exhibit 7.3
Facebook Posts: Exhibit 7.3

3.4 JIO KBC Play Along Campaign

This campaign was launched in October 2017. Jio sponsored Kaun Banega Crorepati
(Indian Version of Who wants to be Millionaire). KBC is very popular show among
Indian Audience.
TV advertisement: https://www.youtube.com/watch?v=E6HvknqMlJM,
https://www.youtube.com/watch?v=h9KXAzNTx5k
Facebook Posts: Exhibit 7.4

11 The role of IMC Campaign in Success of Reliance Jio

4 Findings:

Jio Launch Campaign

Objective Increase Awareness & Market Share
High awareness leads to high selling possibility which will in
turn increase the market share
Target Market Age 15 to 45 Years
Advertising Appeal Rational Appeal: By rational appeal, Jio is communicating to
customers their unique features and why it is better than the
rest
Leverage Point Free Services & high-speed Internet: Jio is the first company to
introduce free call and data to everyone who has its sim card.
Also it was the first to introduce PAN India 4G network which
became their leverage point
Tagline Come on India, Jio Digital Life
Message Strategy Conative & Cognitive: This campaign provided awareness and
knowledge as it is the launch and also induced purchase
decision because of it free services. These are cognitive and
conative respectively.
Executional Framework Informative: The campaign was executed in such a way that it
provided required information to consumers to make a
purchase decision
Celebrity Used Shahrukh Khan
Marketing Theory Used Celebrity Endorsement, Secondary Brand Association's,
Experiential Marketing: Jio used Shahrukh khan & Narendra
Modi in the advertisement which builds brand personality, Jio
used Experiential marketing to offer free services for consumer
learning and change consumer attitudes

Jio Dhan Dhana Dhan

Objective Keep Market Share, Increase Revenue, Build Awareness
Objective was to keep the customers acquired by free trials and
Increase Customer Value, increasing revenue and awareness
Target Market Age 15 to 45 Years
Advertising Appeal Musical Appeal
This involved songs and musical approach to get customers
Leverage Point Affinity to sport stars, High Utility & Cheap prices: This campaign
was sponsoring the biggest sporting event in India and used the
celebrities. promoting its cheap price and high value campaign
Tagline Jio Dhan Dhana Dhan
Message Strategy Conative & Effective
The campaign was promoting purchase decision by make
customers like and prefer it over competitors
Executional Demonstration
Framework It is explaining to customers how to use the service

12 The role of IMC Campaign in Success of Reliance Jio

Celebrity Used Many Cricket Stars Including MS Dhoni, Virat Kohli, Chris Gayle,
AB Devillers and Bravo etc.
Marketing Theory Event Marketing, Celebrity Endorsement & Sales Promotion
Used Promoted by sponsoring an event, also used many celebrities
and consumer promotions.

Apple IPhone campaign

Objective Increase Brand Equity & Elevate Brand Status
Increase the market share and was trying to portray it as a elite
brand available for masses
Target Market Upper Middle class & above (High Income Individuals)
Advertising Appeal Rational Appeal
It was doing so by showing it offers similar speed and also at a
lower cost
Leverage Point Partner's brand Equity, Consumer perception & Attitude
It was using iPhone brand status to promote its brand. It would
change the attitude of customers
Tagline Amazing I Phone X on Jio
Message Strategy Affective Message Strategy
To deliver message about company’s standards
Executional Framework Authoritative
Portraying authority in ads to infuse sales
Celebrity Used -
Marketing Theory Used Co- Branding, Secondary Brand Association's
Co-branding with Apple, using its customer base and name.

KBC Campaign
Objective Increase Brand Loyalty and Goodwill: Increase loyalty and
goodwill by giving satisfaction to consumers
Target Market Urban Population, Age 15 to 45 Years
Advertising Appeal Emotional Appeal, Rational Appeal & Scarcity Appeal: They are
targeting emotion by letting them play, rational by giving good
experience and scarcity because it is the only place to play
Leverage Point Use of technology for Wisdom & Knowledge, Convenience:
Better tech for giving consumer satisfaction and making it
convenient to use
Tagline Darshak Banenge Khiladi (Viewers Become Players)
Message Strategy Affective Message Strategy
It invokes feeling by giving satisfaction
Executional Framework Slice of life: Invoke feelings and give convenient experience
Celebrity Used Amitabh Bacchan
Marketing Theory Used Event Marketing, Celebrity Endorsements

13 The role of IMC Campaign in Success of Reliance Jio

5 Discussion and analysis

5.1 Jio Launch Campaign

Theoretical Frameworks Used: Celebrity Endorsements, Secondary Brand
Association’s, Experiential Marketing, Consumer path, Guerrilla Marketing (Hoffmann,
2011).
Mr. Mukesh Ambani, Chairman, Jio on launch day
announced that Jio will offer fee calls for life and the
cheapest data rates in the world. And next day every
newspaper in india carried an Jio advertisement with Prime
minister Narendra Modi in it and linking Jio to his Vision of
digital India creating secondary Brand associations.
Reliance used Guerrilla Marketing to surprise consumers
and competitors and create a Buzz for its services. Every
news channel, every tech blogger was talking about the Jio
launch in India. Reliance changed name of its reliance Figure 7: Jio Launch Day Advert.
Digital store to Jio store and all retail business of Reliance
carried Jio banner. Reliance changed name of its concert stadium to Jio Garden in
Mumbai. All resources of reliance were dedicated to promoting Jio.
Jio used Shahrukh Khan as Celebrity Endorser in its TV ads who is one of the most
famous personality in India. Jio Objective was to Gain Market Share, increase Brand
Exposure, Built Brand Personality & Increase awareness which in turn increases
brand Equity. Also, there is high correlation between brand awareness and brand
performance (Sarigöllü, 2014) and Brand awareness is first step in consumer path.
Jio also used Experiential marketing to acquire consumers by providing free services
for 6 months. From figure 5 in this research (Pierre Chandon, 2017) we can see that
free product promotions provides highest utilitarian benefits and one of the highest
Hedonic benefit to consumers. Also, free trials are one of the best way for consumer
learning and change consumer attitudes . Jio entered market as a new product offering
focusing on data, it had to change consumer attitudes and usage pattern to gain
market share.

14 The role of IMC Campaign in Success of Reliance Jio

5.2 Jio Dhan Dhana Dhan Campaign:
Theoretical Frameworks Used: Celebrity Endorsement, Event Marketing and Sales
Promotion & Affinity Marketing (Paul N. Bloom, 2006).

Jio Dhan Dhana Dhan is one of the biggest campaign put forward by an Indian
company in recent years. Looking back at the sponsorship portfolio in Figure- 4, we
understand that mass appeal events are best in building awareness. Each celebrity
has an influence base, i.e., there are some people who tend to use a product because
of the brand affinity to a celebrity or a team. Next, we see how Jio is creating a mass
appeal. Jio is sponsoring 7 out of 8 team in IPL which is the biggest sporting event in
India and best domestic league in the world. So Jio is targeting mass appeal to achieve
brand awareness as shown in the portfolio diagram above. So, with a single campaign
Jio is attaining awareness and potential customer base. IPL has 8 Teams with different
regions of India. Jio sponsored 7 teams and created different advertisement for each
team using cultural aspects of the regions that each team is representing and most
recognized players in that team. Jio used musical Appeal in the advertisements.
Musical appeal has proven to build higher memorability of brand and also increase
attention to the advertisement. (Bello, 2015). Jio Dhan Dhana Dhan campaign
increased band exposure of Jio and built favourable consumer attitude towards brand.
This advert. campaign was combined with sales promotion.

5.3 Co-Branding
Theoretical Frameworks Used: Co- Branding (Complementary Branding), Sales
promotion
Jio has partnered with Apple as a part of its sales strategy to leverage Apple brand
perception and attitude with high value customers. Apple can potentially give Jio a
vast customer base and also can increase brand value. There are three forms of co-
branding: 1) Ingredient branding 2) cooperative branding 3) complimentary branding.
This falls under the third form: complimentary branding. This is where two brands
encourage co-purchase or co-consumption. Jio is giving promotional discounts on
IPhone purchase with Jio. Studies have shown an increase in sales in short term by
using sales promotions (Heerde, 2017).

15 The role of IMC Campaign in Success of Reliance Jio

5.4 Jio KBC play along
Theoretical Frameworks Used: Event Marketing (Events & Experiences)

Jio sponsored KBC (Indian Version of Who Wants to be a Millionaire) which is a very
popular game show in the history of Indian television which is Hosted by Amitabh
Bacchan. From sponsorship portfolio framework given by Simaon J Cliffe shown in
Figure 4, for building brand loyalty and brand experiences manufactured events are
best. Jio has introduced a new option in which every person having Jio chat app can
play along when the game is going on. Jio also announced different reward for play
along campaign such as trip to US, chance of playing in the show and cash rewards
by using a new feature Jio is making you experience their brand and service. KBC
play along is a manufactured event created for experience and create customer
loyalty. This would give consumers brand experience and would also have an impact
on the brand loyalty. Also sponsoring the event is mass appeal. As we have seen
earlier it would impact the brand awareness of the product.

5.5 Evaluation of IMC success

Within the first month of commercial operations, Jio announced that it had acquired
16 million subscribers (The Indian Express, 2016). This is the fastest ramp-up by
any mobile network operator anywhere in the world. Jio crossed 50 million subscribers
mark in 83 days since its launch (The Indian Express, 2016), subsequently crossing
100 million subscribers on 22 February 2017 (Bennett, Coleman & Co. Ltd., 2017). Jio
originally targeted 100 Million customers in one year of starting its services. By
September 2017 Reliance Jio had about 138.6 million subscribers. (Reliance
Industries Limited, 2017). This shows that Jio IMC campaign has been very
successful. Jio brand awareness is very high and Jio was able to retail its customers
acquired by free trail. Jio used every marketing theory in the book to gain market share
and build brand awareness.

16 The role of IMC Campaign in Success of Reliance Jio

6 References

6.1 Peer Reviewed Scholarly Journal Articles

Chang, W.-L. (2009). Road map of Co-branding positions and strategies. Road map of Co-
branding positions and strategies, 1-9.
Russel Abratt, P. M. (2002). Managing co-branding strategies: global brands into local
markets. Managing co-branding strategies: global brands into local markets, 1-8.
Simon J. Cliffe, J. M. (2002). Building Contempory brands: a sponsorship based strategy.
Building Contempory brands: a sponsorship based strategy, 1-10.
Moisescu, O. I. (2009). THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS’
BUYING DECISION AND PERCEIVED RISK ASSESSMENT. Retrieved 11 13, 2017,
from http://mnmk.ro/documents/2009/10_moisescu_fff.pdf
Uggla, H. (2004). The brand association base: A conceptual model for strategically
leveraging partner brand equity. The Journal of Brand Management, 105-123.
Azarnoush Ansari, A. R. (2016). An Investigation of Factors Affecting Brand Advertising
Success and Effectiveness. International Business Research, 9(4).
HANNES DATTA, B. F. (2015, April). The Challenge of Retaining Customers Acquired
with Free Trials. Journal of Marketing Research, LII, 217–234.
Heerde, H. v. (2017). Handbook of Marketing Decision Models, International Series in
Operations Research & Management Science. Springer International Publishing.
Pierre Chandon, B. W. (2017). A BENEFIT CONGRUENCY FRAMEWORK OF SALES
PROMOTION EFFECTIVENESS. Journal of Marketing.
Laure Ambroise, G. P.-S.-F. (2014, May). From endorsement to celebrity co-branding:
Personality transfer. Journal of Brand Management, 21, 273–285.
Hoffmann, K. H. (2011). Guerrilla Marketing: The nature of the concept and propositions for
further use. Asian Journal of Marketing.
Sarigöllü, R. H. (2014). International Series on Consumer Science. New York.
Paul N. Bloom, S. H. (2006). How Social-Cause Marketing Affects Consumer Perceptions.
MIT Sloan Management Review, 49-55.
Bello, A. (2015). Musical Appeal In advertising and Product recall in children. IMC Review,
6-20.

6.2 Books
Kenneth E.Clow, D. E. (2013). Integrated Advertising, Promotion and Marketing
Communications. Noida, UP, India: Dorling Kindersley.
Philip Kotler, H. K. (2017). Marketing 4.0: Moving from Traditional to Digital. New Jersey,
US: John Wiley & Sons, Inc.
Keller, K. L. (2015). Building, Measuring and Managing Brand Equity. Noida, India:
Pearson.
Ariely, D. (2008). Predictably Irrational. United States: Harper Collins.

6.3 Websites
The Indian Express. (2016, 10 10). Reliance Jio creates world record: 16 million subscribers
in one month. Retrieved 11 12, 2017, from The Indian Express:
http://indianexpress.com/article/technology/tech-news-technology/reliance-jio-
creates-world-record-16-million-subscribers-in-one-month-3073468/
Bennett, Coleman & Co. Ltd. (2017, 02 22). Reliance Jio crosses 100 million users within 6
months - Times of India. Retrieved 11 12, 2017, from Times Of India:

17 The role of IMC Campaign in Success of Reliance Jio

 http://timesofindia.indiatimes.com/business/india-business/reliance-jio-crosses-100-
million-users-in-under-6-months/articleshow/57263052.cms
The Indian Express. (2016, 11 29). Reliance Jio crosses 50 million subscriber mark in 83
days. Retrieved 11 12, 2017, from The Indian Express:
http://indianexpress.com/article/technology/tech-news-technology/reliance-jio-
crosses-50-million-subscriber-mark-in-83-days-4400972/
Reliance Industries Limited. (2017). Financial Reporting. Retrieved 11 09, 2017, from
Reliance Industries Limited:
http://www.ril.com/InvestorRelations/FinancialReporting.aspx
NASSCOM. (2016). THE FUTURE OF INTERNET IN INDIA. Noida: NASSCOM.
Bloomberg Quint. (2017, 07 22). Mukesh Ambani’s 4G Phone Targets Two-Thirds Of India’s
Mobile Phone Buyers. Retrieved 11 09, 2017, from bloomberg quint:
https://www.bloombergquint.com/business/2017/07/21/reliance-jio-launches-4g-
enabled-jio-phone-at-zero-cost
CIA World Factbook. (2017). Retrieved 11 12, 2017, from Central Intelligence Agency,
USA: https://www.cia.gov/library/publications/the-world-factbook/geos/in.html
Economic Times. (2016, 09 02). Reliance Jio sets target of 100 million customers. Retrieved
11 09, 2017, from Economic Times:
https://economictimes.indiatimes.com/news/company/corporate-trends/reliance-jio-
sets-target-of-100-million-customers/articleshow/53971319.cms
Live Mint. (2017, March 15). Jio effect: Telecom firms’ ad spending rose 50% in 2016, says
report. Retrieved 11 08, 2017, from Live Mint:
http://www.livemint.com/Industry/BNw5kNyk6FE5Ou7Nd8FWRI/Jio-effect-
Telecom-firms-ad-spending-rose-50-in-2016-say.html
The Indian Express. (2016, 09 01). Reliance Jio 4G launch: Mukesh Ambani says all voice
calls will be free on Jio, data at Rs 50 per GB. Retrieved from The Indian Express:
http://indianexpress.com/article/technology/mobile-tabs/reliance-jio-4g-launch-ril-
agm-live-3007424/

18 The role of IMC Campaign in Success of Reliance Jio

7 Exhibits

7.1 Jio Launch Campaign

Brochures

19 The role of IMC Campaign in Success of Reliance Jio

20 The role of IMC Campaign in Success of Reliance Jio
 Newspaper Advertisement

21 The role of IMC Campaign in Success of Reliance Jio

7.2 Jio Dhan Dhana Dhan Campaign
Brochures

22 The role of IMC Campaign in Success of Reliance Jio

7.3 Apple IPhone campaign
Brochures

23 The role of IMC Campaign in Success of Reliance Jio

 Jio Website Advertisement

Facebook Posts

24 The role of IMC Campaign in Success of Reliance Jio

7.4 JIO KBC Play Along Campaign
Face Book Posts

25 The role of IMC Campaign in Success of Reliance Jio

26 The role of IMC Campaign in Success of Reliance Jio