RIL’s #CelebratingJio beats the best of Twitter campaigns

On 27 December, Reliance held the launch of India’s biggest 4G network with its Jio fourth generation telecom services, only for its employees in the initial stage. The launch was attended by several celebrities including Bollywood’s Shah Rukh Khan and music director AR Rahman. The event was live streamed and viewed by 150,000 employees in about 1100 location across India so clearly not too many could miss it. According to Exchange4media, the buzz exceeded even paid campaigns on social media in some parameters. There were 77,000 conversations generated on the social network and this included plenty of selfies and clicks that also came from celebrities like Aamir Khan, Sachin Tendulkar and many more from Reliance employees as well. https://twitter.com/iamsrk/status/681149522697822208 https://twitter.com/sachin_rt/status/681119732301365248 https://twitter.com/aamir_khan/status/681155579058884608 https://twitter.com/upadhyayumesh/status/681150631596298240 https://twitter.com/YUVSTRONG12/status/681107040618459136 But apart from the buzz during the event, Twitter witnessed a host of celebrities tweeting out their opinions and takes about the event. #CelebratingJio trended for approximately fourteen hours at the top on Twitters India charts. But Twitter provided the event a greater reach globally with #CelebratingJio trending on the global charts for approximately four hours. Twitter India in its official blog post listed out some of the most prominent campaigns of 2015, which included #SaluteSelfie, which gathered 100,000 tweets in a week. In addition, the most viewed sports event of the year, an India Pakistan World Cup match gathered 118.3 million impressions on Twitter. However, with approximately 440 million impressions achieved by #CelebratingJio, it has surpassed the reach of several paid campaigns. According to data from Trends Map’ iTrended tool, the official hashtag of the event #CelebratingJio trended on Twitter for around 14 hours. In all, the hashtag trended in 5 countries globally, gaining a highest rank globally of 6. Mumbai, Delhi, Kolkata, Bangalore & Pune were the top 5 contributors in terms of tweets. A graphic visualisation of the Twitter activity is available at Trendsmap. “Jio is not about technical brute force but to reimagine how to do things better. Jio is not about Reliance, it is about India and when it comes to India I am an eternal optimist,” Ambani said. Clearly, this was a soft launch of sorts as Reliance Jio was rolled out only to employees so that the company can fix the glitches before a rolling out services to the general public and its subscribers. Jio 4G services went live on 28 December for Reliance employees that also happened to be the 83rd birth anniversary of founder Dhirubhai Ambani. The company aims to rope in 100 million 4G subscribers by 2017. But the focus was not just on Jio as a service for subscribers for high speed data, there was another perspective to the launch of 4G services on a network as wide as this. “Jio is not just 4G, it is an ecosystem that will prepare the future generation for the world. We will use Jio to deliver health and education across the country. It will break the rural-urban divide,“said Nita Ambani, who leads Reliance Foundation. Disclaimer: Reliance Jio is owned by Reliance Industries, who also own Network18, the publisher of Firstpost and tech2