Jio 4G feature phones to unlock massive incremental audiences for advertisers on IPL

It’s the era of intelligent feature phones. The shift began with the launch of the original JioPhone in 2017. Since then, the widespread adoption of internet-enabled 4G feature phones has played a crucial role in making the internet more accessible to a large population, effectively bringing the online world to the fingertips of millions of blue-collar workers, domestic help, security guards, small farmers, artisans across rural and urban India. JioBharat, a power-packed device with better camera capabilities, battery life and more affordable plans, was made available to the public at a significantly lower price in 2023, disrupting the 4G feature phones category.

JioBharat's success in driving a 60% migration from 2G to 4G within just two months of its launch is a testament to the increasing demand for cost-effective and technologically advanced mobile devices. With variants like JioPhone and JioBharat, the aim is to speed up the lives of 250 Million mobile users who are still using 2G services on feature phones. An ambitious plan, it’s fast becoming a reality. In July 2023, Jio was the only telecom operator to add rural users, bringing 2 million Indians from the heartland in the 4G fold.

JioBharat, priced at Rs 999, is making internet-enabled devices affordable and accessible for this audience that forms the backbone of new India. The ripple effect is empowering individuals, especially women and students, to own personal devices and participate in the online economy. By facilitating access to the internet, JioBharat is opening avenues for education, skill development, and various online opportunities. 

The transformative impact of 4G feature phones in rural & media dark areas is remarkable. Users are seamlessly adopting an internet lifestyle, engaging in activities like video and music streaming, and making cashless UPI payments — underscoring JioBharat’s effectiveness in bringing digital connectivity to these regions. It’s effectively creating a more inclusive, widespread, and connected digital landscape in India.

Tapping into the aspirations of this audience segment across both urban India and heartland media-dark Bharat has been on every marketer’s charter, but there have been far and few effective ways of doing so. The blue collared work force - especially plumbers, mechanics, painters, masons, etc - form a critical segment of stakeholders that drive final product purchase across categories. Brands can now engage these audiences with deeper, more interactive, and visually rich communication pieces. Previously, brands could only reach these consumers across smaller pockets in India through audio ads, which is no longer the case.

With these smart devices, Jio has unlocked a completely new avenue for brands to reach incremental audiences at scale. With a fast-approaching IPL, the most meticulously planned event of the year for marketers, the stage is set for brands to shine with creative narratives, reaching the audiences they desire.

It’s anticipated that 35-40 Mn users will stream IPL on their JioPhone and JioBharat devices. To level up the experience for the viewers, JioCinema will stream all 74 IPL matches for free in multiple regional languages. It will also make highlights available on-demand, keeping 4G feature phone users immersed in the IPL frenzy. 

“Accessing this untapped segment across not just media-dark markets but even urban India through Jio 4G feature phones would be an incredible journey for the brands as well as the consumers. This audience has previously been largely untapped, and reaching out to them would now be a reality. It will be great for categories like FMCG, Retail, Construction and BFSI, among others,” said Sujata Dwibedy, Chief Investment and Trading Officer, Amplifi, Dentsu International.

With options like pre-roll roadblocks, custom communication, and coverage ownership, brands can drive incremental impact among 4G feature phone users during IPL 2024 on JioCinema. 

It’s a turning point in the history of advertising. JioCinema has democratized advertising on IPL for brands across industries, scale, and reach. Be it brands in the FMCG sector fulfilling aspirations by offering smaller SKUs with lower price units or the auto segment accelerating dreams with affordable tyres, tractors and two-wheelers or a brand with presence only in smaller pockets of the country — against the grand backdrop of IPL, each brand stands to grow their base of consumers manifold.

IPL 2024 will unlock truly incremental audiences for brands to reach and engage. Jio has done its part. Now, brands need to swiftly pivot to make the most of the early mover’s advantage that lies within their grasp.