Making everyone’s first plan to subscribe to the JioCinema Premium plan
Background
JioCinema, an OTT AVOD+SVOD platform that offers varied content ranging from Hollywood to dubbed to kid-friendly shows and movies. JioCinema launched its lowest- priced Subscription Plan at Rs. 29 with premium offerings such as Ad Free, Hollywood dubbed, Before TV, Family Friendly shows for the audience and a lot more. And we had to make this plan, everybody’s plan!
Challenges
1. To pursue audiences who love free content to opt for a subscription-based model
2. Establish JioCinema as a go-to platform for every kind of entertainment
Objective
1. Brand Visibility: Increase Jio Cinema Premium’s brand awareness among the target audience across India
2. Subscriber Growth: Drive significant subscriber growth for the Jio Cinema Premium Plan
3. User Engagement: Foster an active and engaged user community
4. Value Proposition: Position Jio Cinema Premium as the leading affordable, ad-free, high-quality OTT platform with diverse content
Creative Solution
Our strategy was simple, address the gaps with subscription-based OTT platforms and put forward the JioCinema Premium plan as the ultimate solution.
Strategy & Execution
How do you get social media curious about a plan? Create FOMO.
We employed a strategic social media campaign kickstarting with a series of cryptic posts on Instagram that piqued the curiosity of the audience, leaving them intrigued and eager to learn more.
On April 25th, the suspense culminated with the grand reveal: JioCinema Premium, an affordable, ad-free, high-quality OTT platform. Further ignited social media buzz by collaborating with celebrity influencers like Farah Khan and Shruti Hassan who shared candid, behind-the-scenes content, drawing in a wider audience and positioning JioCinema Premium as the go-to entertainment destination.
Through this innovative approach, we successfully launched JioCinema’s premium plan, captivating the audience and solidifying its position as a leading OTT player.
Impact (Result)
The campaign was a superhit garnering
Reach: 545.6MM+
Engagement: 4.3MM+
Views: 371.9MM+