Jio’s introduction rapidly changed the Indian telco market forever with its simple, new tariff structure and game-changing products that spoke directly to an emerging digital lifestyle.
Challenge
Reliance, India’s premier industrial conglomerate, was the last to enter the country’s highly competitive telecom market, one that was set to constantly underprice competition. Reliance aimed to be different, following the ambition to create the world’s biggest 4G network, and exceed the experiences customers expect from a telecom service provider.
What we did
In close collaboration with the Reliance team and customers across India, we spotted the opportunity to shift the conversation from the network and data itself to what it could do for the nation and its people.
Based on Reliance’s core concept of Digital Life, where every Indian would see their lives transformed by technology, and the already existing name “Jio” which means “live long” in Hindi, we created a brand to bring this idea to life, within an ecosystem that ensures customization consistently remains at the forefront.
Based on Reliance’s core concept of Digital Life, where every Indian would see their lives transformed by technology, and the already existing name “Jio” which means “live long” in Hindi, we created a brand to bring this idea to life, within an ecosystem that ensures customization consistently remains at the forefront.
BRAND ARCHITECTURE, DESIGN, IDENTITY, NAMING, STRATEGY
Outcome
Three years after its launch, Jio became India’s largest telecom service provider, and shortly after it emerged as the world’s second-largest telecom service provider with over 350 million customers.
Jio was also able to attract a clutch of global investors, given its reach and potential. In 2020, it reached investments to the tune of $20.2 billion.
Awards
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![Collage displaying a cosmetics store featuring bright signage and products. A grid of illuminated panels above displays close-up images of faces and skincare products along with the brand names "SKIO" and "KOSE." The display is framed by a magenta-colored geometric structure. Additional images depict product displays with magenta accents and a storefront with neon signage reading "MATS JKIYO MAKE" and "カワイイ" [Kawaii - Cute] in Japanese. An animated cartoon character stands against a bright yellow background.](https://d338ucc43w64ir.cloudfront.net/wp-content/uploads/2025/10/11152826/12-04915-2023BC.0987860_CO.jpg?format=auto&width=3840&quality=75)
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