Reliance Jio Marketing Strategy

Analysing Jio’s fast growth: A marketing perspective

Reliance Jio is one of the most talked-about companies at present. Despite the global economic slowdown due to the COVID 19 pandemic, Jio has only grown, attracting investors from far and beyond. 

Do you know that Jio, the four-year-old subsidiary of RIL, saved Reliance in the quarter ending March’20, by posting a profit that, together with the Reliance retail’s profit, nullified the huge losses in the petrochemical division, owing to the low oil prices? Jio has grown from being just a startup subsidiary of reliance on having its own identity.

What’s the secret behind such growth and success in just 4 years of operation? Other than the backing from Reliance, of course, we say, it’s their marketing that helped them scale so fast. 

Jio entered into a congested and tightly fought marketplace, dominated by experienced telecom majors such as Airtel, Vodafone, Idea, and many smaller companies. Today, the smaller telecom companies had to shut shop, Vodafone-Idea had to merge and are still looking vulnerable while Airtel is struggling to give a fight, as Jio rakes in subscribers each month and is about to become a debt-free company very soon. It is the world’s fastest-growing telecom company.

For a thorough marketing analysis for your firm and digital marketing solutions, click here!

How did a new entry give major telecom companies a run for their money?

Understanding that providing quality calls at low rates at the beginning was difficult, Jio focussed their marketing on promoting data, offering free voice calls. 

Data used to be very precious. People were very wary of their internet usage lest they crossed the monthly 2 GB threshold, on average. Jio came out all guns blazing in this arena, giving unlimited data with free calls at very low prices.

There’s no better branding than the word “Free.” 

Everyone loves freebies and that was also one of the reasons Jio got in so many subscribers in the first place. The huge discounts and offers Jio gave out helped them bite into their competitor’s market share. 

For a thorough marketing analysis for your firm and digital marketing solutions, click here!

Availability in Rural Areas!

Jio also made its availability felt in the rural areas, which haven’t been a major target for the telecom majors until then. While the industry focussed on the urban population, Jio explored the unexplored. The pricing also fits in aptly, providing free calls and cheap but quality data to the people in rural India. 

This signifies two things that Jio worked on that their competitors’ neglected, for years: The target audience and product shaping. It ventured out to provide a better quality of data at cheap prices to Rural India and utilized the potential market over there. It also stayed away from promoting calls and focus on data as the main product. 

From such a marketing perspective it is no surprise to see Jio’s growth. With such fast growth comes a higher valuation.

For a thorough marketing analysis for your firm and digital marketing solutions, click here!

The road after the freebies:

Freebies were of course offered to gain market share. Though Reliance has monetary assets, spending on freebies isn’t a permanent solution for any company. At some point, the charges have to be raised, margins have to be calculated.

The Indians crowd though, is known to be loyal to discounts and offers. Be it in the case of Amazon vs Flipkart or Uber vs Ola, it can be clearly observed that only discounts attract most of the Indian crowd. 

Thus, it was predicted by many an analyst, that Jio’s growth was temporary and would slow down once the rates increased.

But Jio didn’t stop there. When Alloy analyzed Jio’s marketing, we saw a holistic approach. At every stage of the promotions, the product was modified to bring in more subscribers. 

Though the freebies got them initial traction, they built upon that by providing content and other goods and services through online payments, etc, to acquire more organic customers. By organic, we mean customers who didn’t come through the freebies.

They modified the product, improved its quality, added more features to it which got them more subscribers – an approach that’s key to their immense and consistent success.

Their Average Revenue per User, ie, the amount a telecom company makes per user, has also gradually increased over time, asserting that the company is on the right path.

With the much-touted expansion into e-commerce, after a deal with Facebook, Jio is now all scale new heights. It shows that Jio’s ambitions weren’t limited to data and telecom sector, but were much beyond, venturing out to e-commerce, technology and more. 

Mukesh Ambani has gradually transformed Reliance Industries into a technology company, from a B2B company to a B2C company. 

To analyze your firm’s marketing strategies and business solutions or to design innovative campaigns for your company, reach out to us here

For a thorough marketing analysis for your firm and digital marketing solutions, click here!

Digital marketing for businesses

5 things every businessman MUST do to promote their business online

We’ve arrived into the digital era, where everything and everybody is online and digital marketing is a must. But having a mere presence online with a social media page or a website does not suffice. The zeal to drive in business from the world of internet must be there, in order to fully explore the immense potential of digital marketing. 

From helping the local outlets of global franchises such as Barista to target the restaurant going crowd in the city of Visakhapatnam to generating leads for a steel construction company, Volta Green Structures, with a niche target audience, to popular boutique hotels such as Le Sutra, Alloy has helped brands not just establish themselves but also thrive in the digital world, by generating great leads that eventually resulted in business and by increasing the brand outreach.

We’ve, over the years, come to focus on a few very important things. For any businessman out there who would want to venture out to explore the potential of digital marketing, here are 5 things you MUST focus upon: 

1. Concept Photoshoots for the Products: 

It is important to realise that the internet is a fast moving world where the attention span of the user ranges to only a few seconds. It is thus, challenging to connect with the user and sell the product, in a span of seconds.

The solution? Make your product the salesman of your brand and let your product do the talking for you. Take a great concept photoshoot of the product, pictures that narrate the story and journey of your brand, to your audience.

Alloy has always believed in the age old adage that “Pictures speak louder than words.” We’ve dealt with a lot of concept photoshoots for our clients and have always used them to drive in leads and business for them.

For any help with a concept product photography shoot, contact us here!

2. Content Creation

People are always online and reading. Great content can therefore, help connect with the users and grab their attention. Blogs are a great way to engage the audience on social media.

But ensure that the blogs don’t just promote the business but also add some value to the customer. Users wouldn’t click on a random blog unless it adds some value to them by giving them some interesting information or narrate a story, which indirectly promotes the brand.

Some of the greatest blogs that have met with immense success have all been stories or information that wasn’t previously easy to get. For example, for a local restaurant in the city of Hyderabad, Alloy wrote a blog about the restaurant’s journey, the vision and a few popular delicacies served there. The blog got in traction and the orders of the dishes mentioned in the blog, increased. 

Another example of great content marketing is to take advantage of a trend. For instance, Alloy wrote an in-depth analysis of the Government’s newly introduced INR 20 Lakh Crore package, and how it can benefit steel construction for a client from the industry. Such information adds value to the reader and is more likely to increase the brand engagement and connect across the target audience.

Searching for good content writers or bloggers? Reach out to us and help us solve the problem for you! 

3. Website

A website is a must for any business in this day and age. But most companies stop after getting a website done. Having a website is like having a child. You need to spend time on it and nurture it.

To explore the potential business online, your website must be optimised, not just in terms of its looks and feel, but also with its reach. A great website is one which reaches out to the target audience by itself, when they search for a similar topic. 

Ensure that the website is updated time and again with blogs and keywords. Promote the website on social media, diverting the traffic to your site. Make sure Google Analytics is connected to the site, so that all the data can be tracked. This data is essential as it helps create a funnel for the business.

Looking for a great way to promote your site, or to even build a site? Fret not, Alloy’s here!

4. Social Media Presence

Just like with the website, while it is essential to have a presence on social media platforms such as Facebook, Instagram, Twitter, Linked in or Pinterest, it doesn’t suffice. One has to use the social media to his/her own advantage by pushing in engagement and the reach, driving in traffic with an aim to generate and convert leads. 

A lot of content types go into social media including pictorial graphic designs, videos and blogs. While it depends on the type of business and the target audience to select the best content type, it is also important to mix and match the feed with various forms of content. This helps in keeping the online content related to the brand fresh and interesting to the target audience. 

Over the last 6 years, Alloy have curated over 220 campaigns online, for the clients, that resulted in a ton of leads and business for them. These campaigns were planned offers, events or targeted lead gen Ads. This process is gradual though. Social media can be minted out successfully only with a thorough digital marketing strategy, that will be seen in the next point below.

Looking for innovative campaigns for social media marketing? Contact us now!  

5. Digital Marketing Strategy

A website and social media presence will work only with an effective and strong digital marketing strategy. It is important to understand that the process of generating business online is like a funnel approach.

The first step is to identify the target audience and find the most suitable platform. Post which it is important to catch the attention of this audience, using graphic content or blogs or videos, and to divert this traffic to the website.

Analyse the data and re-market the call-to-action for the business, to the people who have visited the site, increasing the chances of their conversion. 

Alloy has always believed and worked on the funnel approach, refining it over the years. With a successful list of recurring clientele, we bring to the table a strong, experienced and innovative digital marketing strategy.

What matters ultimately is the amount of business generated and the Return on Investment (ROI). Brands and businesses that do not focus online or do not focus on generating business online, or even those who do not focus on the ROI, tend to lose a lot in this ever competitive world.

For help with your Digital Marketing or for more info, reach out to us today! 

Social Media Useful for Restaurants?

Restaurants and Social Media? Is it just a Hype or is there a real ROI?

Can social media get a positive Return on Investment (ROI) for your restaurant? YES, Definitely, social media can produce a healthy ROI. BUT then, not always.
As in any other form of marketing, ROI in social media depends on a hoard of factors, including and primarily, the target audience with whom you would engage, interact and possibly convert as well. 

In this article, we shall talk about social media marketing that makes the most sense for a restaurant and how to optimise the efforts that are put in to get a positive ROI. 

Wait, firstly, what is Social Media ROI?

ROI is basically a measure of your income to your expenditure. Social Media ROI is a measure of the income generated for you through social media to your expenditure.
When you talk of expenditure, don’t just include the money, but also include the time and the efforts put in. But, how can they be quantified? We shall talk more about it later in the article. 

The Right Audience at the Right Platform

First off, determine who needs to see your Ads, whom you want to reach out to and engage, in the hope of further conversions. 

Classify your audience into two basic categories:

  • The current loyal audience, that you should reach out to, so as to drive in repeated walk ins
  • An entirely new segment of people who haven’t checked you out yet. 

Are you a Pizzeria, looking to appeal to a younger crowd, or a fine dining restaurant looking to reach out to the older audience?
Are you a brewery looking to tap in to the middle aged, middle income guys?

Consider your job half done once you’ve classified your audience and segmented them thoroughly. Next step is to ask yourself: “Where would you find these guys?”
Generally, the younger crowd in India “lives on” Facebook & Instagram primarily, while the elder crowd are restricted more to Facebook yet.
But platforms like Twitter and Google plus do have a good number of users and that must be kept in mind before further strategising. 

Mind you, if you speak to the wrong audience or on the wrong platform on social media, you’re just wasting your time and of course, Money! Trying to increase your engagement would then only seem harder & frustrating.

The Right Guy!

Finding the right guy, like in many other aspects of life, is of utmost importance in social media as well. You would need someone who’s thorough knowledge and experience of your restaurant and of the social media platforms, to handle your social media. 

Your social media go-to guy has to be able to articulate his thoughts clearly and communicate well with good graphic designs & content. 

At the end of the day, you don’t want to use social media as just another cool timepass thing, but rather, to as a tool to grow your business. 

This guy has to be accountable for your social media ROI and therefore, take time, but choose well. 

You could either hire pay more and hire a guy who would need another designer/content writer or hire a digital marketing agency, with good experience in the field. 

Measuring Social Media ROI

Here are the 6 steps to ensure that we are getting a positive return on investment from our social media efforts:

1. Be specific and have measurable goals

First of all, you need to understand that just a small percentage of the people who follow you on social media or who see your Ad, would actually buy from you. 

But in order for you to know what that percentage is and to grow it, you need to track your results and analyse them consistently. 

Most of the time a regular industry standard is about 10% of followers who would become your customers, this percentage can be increased but in order to do so you need to know these 3 things:

– Number of total clicks on your Ad

– Number of unique clicks on your Ad

– Actions taken (Such as orders put in or tables reserved online)

These are some of the actions to be tracked online. There are also ways to track your progress offline:

– Call phone to reserve or order (provide a special code to mention)

– Small surveys with the check (always asking “Where did you hear from us?”)

– Redeemable coupons or promos the user has to print out or show on their phone.

2. Track the conversions

Talking strictly about the online aspect now, because you can’t see peoples faces or talk to them on social media, how do we determine the best course of action?

To track your conversions online and be able to measure the numbers we discussed earlier you need to have a Tracking service in place.

Run every link you share on social media through the tracker and install a “tracking pixel” on your website to monitor activity on it.

With this, you will be able to see what ads get clicked on the most, how many people actually order or reserve tables and how many people end up leaving.

With this data, you can see if you need to do more of the same or change your strategy to increase your percentages, at the end of the day online marketing is all about experimenting and split testing.

So make sure you know your numbers so you can get the most social media ROI.

3. Determine how valuable each conversion is to you

Another super important number to track is the lifetime value of your customer. 

If you know the average bill per table is, say, INR 300 and they tend to come back twice on an average each month and it costs you INR 50 to acquire that customer then your customer is worth INR 550!

Of course, this is before food, labor and other costs. But you can see that much like placing a price on a dish, marketing and particularly social media marketing, needs to always make sense to your business on the money side to make sure you get a healthy ROI.

4. Keep a close watch on revenues from each platform and channels

Since social media marketing is more effective when you’re in multiple channels, it’s important to be aware of how each of the platforms is performing.
You would also need to run multiple ad campaigns to get in traction, and so it is important to keep an eye on each campaign consistently. 

For example, if your Instagram is getting in a lot of engagement from your right target audience, but your Facebook page isn’t (either it isn’t getting in any engagement or the ‘wrong’ people are engaged there), it’s better to focus your time, efforts and more importantly, Money, on Instagram. 

Also, if you find an Ad Campaign to get in more page likes and to increase the reach of your page, not resulting in more post engagements or conversions, stop it and focus on what’s working. 

Figure out what your audience responds to best and do more of that.

5. Now calculate your return on investment (ROI)

It all needs to make sense from the business stand point.

Factor in what you’re spending on marketing to acquire customers, then divide that by the number of customers who were actually generated through your social media marketing.

Then factor in how much money do those customers represent and subtract your marketing costs and you have got your ROI.

If you are not spending money on ads or social media experts you should then factor in the hours you or your employees devote to social media and how much does it cost you. You should be able to determine a number from the numbers of hours spent and awarding a sum of money per hour, depending on the monthly salaries paid in the field in your area. 

If you are using a social media marketing service, it’s easier to figure out the costs, as they come with monthly reports. 

6. Optimise the channels that provide the most ROI

Once you calculate your ROI, you would need to figure out which Ad campaigns and platforms work better than others. You would have to optimise your Ads accordingly, so that you can increase your numbers. 

Social media is all about conversion through engagement. If you give people good content, content they can relate with, content that they like and would love to share, your numbers and ROI would go up with ease.

If you feel that the response is low, or that the conversions are fewer, you would need to recheck once again. Compare your social media ROI to other channels in your restaurant marketing campaigns, like banners or magazine Ads and determine if your social media needs optimising or not!


Here’s what not to do:

When it comes to social media you need to give value, value, value and then a pitch. If all you post all day are pitches such as lunch specials, offers, or new dishes’ promotions, people would soon stop responding to your posts and your social media efforts would produce diminishing returns.

People want to be either informed or entertained. If you can keep people informed and entertained you will always succeed.

A good rule of thumb is to always make your posts 80% value through engaging content and 20% pitches.

Having said that, keep in mind not to give in value and not to have a sales pitch, as then you would end up with a lot of fans but with no conversions. 


The DOs & Donts of Startup Marketing

One of the major problems identified in startups in India especially, is in the marketing part. More than 90% of the startups in India fail in the first 5 years itself out of which at least 30% have described their reasons as marketing, either high cost per customer acquisition or a burnout of cash on useless advertising. Marketing your startup is one of the most important step which would and has to take away a lot of the founder’s time.

With our four years of experience in the marketing industry so far, we’ve prepared a holistic approach to the  marketing of startups and have come up with a few Dos & Don’ts that would certainly help you while planning marketing strategies for your startup.

The DOs

  1. Start slow:
    Concentrate only on your product/service and let that do the talking for your brand. If your customers aren’t talking to at least five others about your startup, you’ve to rethink and rework on your product immediately. Be a WhatsApp, not a Wechat, which spent millions in marketing in India, before bowing out of the Indian market. Compared to it, WhatsApp spent only a negligible amount of money, with its customers doing the job for them.
  2. Ignite the Matchstick only:
    Limit your marketing to only getting the initial word out, to the minimum people. Ignite the matchstick and let your product/service be the fuel to spread the fire. This is also the best way to get the right feedback for your startup. Also, your customers would become your best sales people.
    When Mark Zuckerberg launched Facebook, he ignited the matchstick by sending an Email across to a few email ids, who then experienced the product and helped to spread it across.
  3. Always add context to your Marketing Campaigns:
    As your startup grows, you would be required to brand yourselves and advertise, definitely to grow faster. But if you want your campaigns to be effective, make them connecting to your target audience. Provide them with a context to feel your brand.
    Tapp Me, a home maintenance service that provides on demand plumbing, carpentry, electrical services etc, had launched in its second city Visakhapatnam. Their target crowd was the housewives at homes, generally who take care of such issues. The team at Alloy decided to ditch the traditional marketing of hoarding or newspaper ads, and innovate a little. We got covers printed with Tapp Me branding on them, clearly explaining it’s advantages. We then distributed these covers in vegetable and grocery stores for free, who were only too happy to use them for their customers.
    Their conversion rate boomed and they saved a lot when compared to hoardings or other print ads.
  4. Blind Marketing:
    If you’re really passionate about your startup, take passion in getting known through your startup. Be a dad who takes pride in being known through his son and not the other way round. Don’t tell people that it’s your startup but keep them guessing instead.
    This way, you would get the honest feedback and at the same time have your own friends talking about it without knowing it’s yours. The best part is that you can initiate a conversation without appearing to be biased at all, and in fact change people’s minds about the startup. You would appear more like a customer, till you announce yourself as the founder later on (which could then add on as a PR story as well). Blind Marketing always works.
  5. The Four Ps:
    One of the most important lessons of Marketing is the four Ps: Product, Price, Place & Promotion. Follow that order, making your product great first, launching it at the right place & the right price. Only after you get the first three Ps right, go for the last one, which also can be limited to basic PR in the initial stages.
    Ultimately make sure that your product at the right place is enough to pull your customers to you. If you’ve to consistently  promote to get in customers, increasing your customer acquisition cost, you’ve to rethink on your product or location or its price.
  6. Adwords/ SEO + Instagram > Facebook
    Ideally, we would suggest you to go with all the online platforms available. But it’s a bootstrapped startup that you’ve just begun with minimal budget, always prefer Instagram over Facebook for social media. The reason is that you get to build a loyal following on Instagram as compared to Facebook, whose page likes are nothing more than just numbers. Plus, Instagram offers you with a variety of ways to connect with your followers, through Stories or Live and so on, which are comparably harder to execute on Facebook.
    Spend money on videos and interesting content like blogs on Facebook & Youtube. Go for Adwords only if you’re sure that sufficient number of people in the particular area you’re targeting, would search for a field that’s similar to yours. If not, Adwords is not at all advisable. You can however use Adwords to run Youtube Ads for interesting content though.
  7. Sell the experience of your product:
    Instead of blind advertising or distributing pamphlets, it would be worthwhile to sell the experience of your product/service to your target audience. Make them feel your product, and hopefully, fall in love with it.
    When Wow Momo! first began their journey, they gave away free Momos to the people who were in the area, to get in the right feedback. More importantly, they built customer relationships with their brand, which resulted in more sales and connect with their customers, something that’s essential in the longer run for your startup.

Marketing makes up the face to your startup. It’s one of the most sensitive part and hence, one must take proper care of the content being put up anywhere and the pros & cons of each marketing campaign undertaken. Here are some Don’ts that we’ve listed down from our own experience.


  1. Never get desperate for attention:
    Don’t pollute your customers sight with your advertisements all around. If your product is great, you don’t need too much of advertising anyhow. Bold advertising or mass advertisements often don’t win you great customers. Your product/service does.
  2. Don’t be over dependent on the power of media & marketing:
    AskMe Bazaar was an e commerce application that had Bollywood’s leading actors Ranbir Kapoor and Kangana Ranaut as their brand ambassadors. They had their advertisements everywhere, on TV, on News, in cricket matches, hoardings, newspapers and literally everywhere. But we all know their fate now.
    The lesson to be learnt is that true marketing cannot be done by anyone except the product itself. Do not waste your money on getting different brand ambassadors. Believe in your own brand and represent your brand by yourself and your product.
  3. Don’t fall for Social Media Numbers.
    Numbers in the digital world mean Nothing.The numbers on social media, including your page likes or post engagements mean very little. Most startups make the mistake of spending huge amounts of money on getting in big numbers.
    Even if the page likes aren’t fake, they would be of no use to you unless they are your exact target audience. A restaurant in Connaught Place wouldn’t generally benefit by spending money to get a follower from Gurgaon.
    Concentrate on building a loyal fanbase, quality over quantity. Increase your organic reach. The more your organic reach on social media, the better it is for your business. The more number of real followers you’ve on Instagram, the better it is for you.
    DO NOT fall for fake page likes or followers anywhere on any social media. They are temporary and also make you pay more to reach your exact target audience.
  4. Remove Redundancy:
    Do not keep repeating similar campaigns too often, even if they have worked once or twice. Repetition of similar campaigns can kill the interest in people and can reduce their engagement with your brand, be it online or offline.
    You’ve to keep updating your content time and again and be thinking out of the box to come up with new content sooner than later!
  5. Don’t get complacent:
    Startup life, especially in Marketing is similar to the maths in elementary. Don’t go for complicated campaigns, stretching it out just for the sake of being different. Don’t force a change in your product/service just to call yourself different. Keep things very simple. The solution always is simple, be it maths or be it marketing. Complex campaigns rarely work.

At least 25% of the thousand Indian startups that fail, have poor marketing as their reason. We believe that the right way to go about your marketing is to take a holistic approach to your marketing campaigns. This means taking into account all the departments from manufacturing, to logistics to marketing under one banner and planning up campaigns that combine these.

A holistic marketing will never see you fail, as you would be taking into account every single department before devising your strategy.

The above points are all mentioned taking a holistic view of startups. You can also check out some of our own campaigns for brands that are considerably new to their locations, at

Please feel free to reach out to us in case of any further queries or requirements at [email protected]