Digital Marketing and Celebrity Management

Abstract

Jio Creative Labs is the marketing-advertising division of India’s largest telecommunication company, Reliance Jio, with a focus on marketing, branding, celebrity content management, intellectual properties, and public relations. In our internship, we were provided with live projects where we had to research, ideate, and strategize for various leading brands in the country across industries like FMCG, Real Estate, Media, Steel, Insurance, among others. The work environment was incredibly dynamic, allowing us to work on different kinds of projects. I worked as a member of the Communication Strategy Team that was further divided into Content, Research, and Strategy domains. In the Content domain, I was involved with ideation and brainstorming on various ad campaigns, communication, and PR campaigns. As part of the Research and Strategy domain, I was required to make pitch decks for the clients, conduct research on the briefs assigned to me, and strategize on its delivery and execution. Working in different domains made me apply my creative as well as analytical skills. The projects mainly focused on delivering Integrated Marketing Communication for the clients. Apart from Brand Briefs, I also worked on three Legacy Projects. The first project was a detailed guide on How to Crack a Brand Brief. This guide would work as a Bible for future interns and new employees as it includes a complete step-by-step process of cracking brand briefs. The second project involved creating a global club of senior marketing professionals who can come together to explore mutually beneficial opportunities. The third and most exciting project required us to come up with a unique TV show format that could be pitched to a TV Channel, a celebrity, and the government. The internship gave me great learning about various aspects of media communication, ideation, and research. We learned how ad agencies operate and how novel and innovative ideas are applied using social media. Innovative social media and print ads, user-generated content ideas, television/long video ads with unique and intriguing messages, and other creative ad forms were some of the ad types I applied to the projects assigned to me.