The #JioFilmfareAwards campaign was planned in four stages to capture and share exclusive moments in real time. Each phase gave users a fresh set of creatives, generating excitement with a clear and well-defined content-led strategy.
Each phase of the #JioFilmfareAwards campaign was supported by a Twitter content strategy which leveraged creative tools such as Twitter Mirrors to produce creative assets that captured live, exclusive moments. An exclusive show was also created with the help of premium content partners and celebrities for @reliancejio in the Twitter #BlueRoom. This bespoke content was the first of its kind produced by Twitter for a brand to lift its association with the event.
With the help of Twitter Promoted Trend and First View, @reliancejio ensured that both event days (the red carpet awards night and television broadcast night) were huge conversational moments on Twitter with record-breaking engagement levels.