Section
Category: Features
242 stories
Jio Story: Five Lives That Show What Data Is For
A data saver, a midnight binger, a kirana owner, a creator and a grandmother on her first video call show how Jio became daily…
Why ‘My First Video Call Home’ Still Feels Collective
Why 'my first video call home' became a collective memory, and what it teaches marketers about building on shared moments.
Jio’s 2016 Launch: The Marketing Brief India Adopted
How an unlimited data come-on became a behavioural reset, and the marketing lessons India still borrows from Jio's 2016 launch.
Then vs Now: From Cyber Cafe to Pocket
A marketer's look at how 2016's data rationing and cyber cafe queues became today's always-on, phone-first routines.
Jio Story: Hometown Calls, Hostel Wi-Fi, Festive Reels
From village-to-city video calls to hostel Wi-Fi and regional creators, this Jio Story maps the local voices carrying India's everyday media habits.
Data Saver, Midnight Binger, Hotspot Hero, Reel Royalty
From rationed data to Reel Royalty, India's habits settled into four behavioural archetypes. Here's what they teach marketers.
Jio Story: One Shared Screen for Cricket, Finales and Reels
A cricket night, a web finale, wedding reels: one shared screen shows how pop culture becomes a group ritual on a single connection.
Jio Story: Dal, Cloud and AI at the Kitchen Counter
What 5G, cloud and AI mean in everyday language, shown through a mother asking for a dal recipe—and what marketers can borrow from the…
76% of marketers clean up AI output weekly—skills are the fix
Skills gaps and headcount gaps need different fixes. New data shows 76% of marketing leaders spend hours each week correcting AI output.
Kirana to Cloud: From Paper Ledger to Daily Digital Habits
The corner shop's paper khata is becoming a cloud habit. Here's what changes for the shopkeeper, the customer and the marketer.
Jio Story: When Data Becomes as Normal as Electricity
From UPI at the chai stall to a study call and a family road trip, data now works as quietly as electricity—and that changes…
Jio Story: Saver, Binger, Kirana, Creator, Dadi
Five everyday lives show how a connectivity habit became India's shared marketing layer—from rationed data to always-on culture.