Section
Category: Features
240 stories
Jio Story: What Marketers Took From the Welcome Offer
A look at how the 2016 Welcome Offer turned data into a starting point and what the marketing brief learned about selling habits.
Jio Story: 2016 to Today in India’s Everyday Data Shifts
A look at how the 2016 Welcome Offer reset everyday Indian habits, from cyber cafe queues to video calls, payments and AI in the…
Jio Story: What a Village Call Shares With a Festival Feed
Across village video calls, hostel Wi-Fi and festival feeds, the Jio Story traces how one connection became India's shared cultural stage.
Jio Story: Four Data Archetypes Behind India’s Everyday Scroll
The Data Saver, Midnight Binger, Hotspot Hero and Reel Royalty are not just memes—they are the behavioural personas marketers should brief next.
Jio’s Pop-Culture Arc: Cricket Night to Wedding Reels
From a cricket huddle around one phone to finale nights and wedding reels, India's shared data moments rewired pop culture for marketers.
Small Performance Gains Can Quietly Kill Creative Judgment
Why small performance gains can distract marketing teams, narrow creative choices and make activity look like growth—and how to give every metric a job.
AT&T CMO: Why Marketing Must Be an Engine for Growth
Kellyn Smith Kenny on why CMOs must understand business economics, build conditions for great work, and fix data before chasing AI.
Kirana to Cloud: From Khata to Connected Counter
The neighbourhood store is moving from paper ledgers to cloud records, changing how it serves customers and what marketers can learn.
Jio Story: The Quiet Utility Arc of India’s Normal Day
From the 2016 Welcome Offer to UPI, study calls and road-trip maps, the quiet utility arc shows how India stopped asking what data costs.
Jio Story: What a Saver, Binger, Kirana and Dadi Teach Marketers
From a data saver to Dadi's first video call, five everyday habits carry the arc from 2016's data reset to India's next digital chapter.
The Shared Memory Cue Behind Jio’s First Video Call Home
Shared memories like Jio's first video call home work because a common trigger meets a personal face. Here's how brands can build on them.
Jio Story: The Offer That Turned Data Into Behaviour
How the 2016 Welcome Offer reset India's data expectations and left marketers a brief that still shapes campaigns today.