Telecom company Reliance Jio (@reliancejio) became the exclusive title sponsor of the 62nd Filmfare Awards 2017 and wanted to amplify its association with the biggest awards ceremony in India’s Bollywood industry. It also wanted to extend its offline event sponsorship to reach its online audience by showcasing the best content exclusively on Twitter through multiple digital activations.
Reliance Jio viewed Twitter as a platform that would help drive lift in event sponsorship, maximise share of voice, raise brand awareness among fans of the Filmfare Awards, and attract a bigger online audience to follow the brand.
As the latest entrant in India’s cluttered telecom category, @reliancejio used Twitter’s In-Stream Video Sponsorships to launch the #JioFilmfareAwards campaign, which included multiple digital activations and innovations. It took place over two key phases: the red carpet ceremony that took place in early January, and the main awards broadcast night that took place a month later on television.
This partnership enabled @reliancejio to provide fans, followers, and Twitter users a unique celebrity access experience at India’s most popular entertainment event. To make this a phenomenal success, @reliancejio produced content at the red carpet event using creative tools such as Twitter Mirrors and Twitter 360 Booth, amplified the content using Twitter First View, Periscope live broadcast, and Promoted Video, and ran pre-roll ads on top of premium live content produced by the Filmfare Awards.