CASE STUDies
CASE STUDY 2/5
JIO-BP
At Reliance as Head Brands & Marketing Services & driving my vision of taking Reliance from an Oil company to an Oil brand that is future ready & cares about its customers. “Desh Ka Sacha Pump” was our brainchild which became iconic and catapulted us to being taken seriously as a brand.
When the billion-dollar RIL-bp JV was announced I was charged with leading the branding and rebranding to transition to “Jio-bp” and “Reimagining Mobility”.
CHALLENGE
Heading the rebranding for Reliance to Jio-bp, the most crucial step in taking a JV to your customers. RE IMAGINING MOBILITY – I was asked to take up the mantle as Chief Brand Marketing Officer for Jio-BP, a billion-dollar mammoth.
Crafting and deploying the brand strategy, positioning and visual manifestations AND ensuring socialization/adoption across both the companies, value chain, brand subsidiaries and consumers.
APPROACH
Envisioned a house of brands and branded house for the entire suite of Jio-bp products with a sharp focus on Consumer deep dive insights for a Phygital (PHD) transformation. Running pilots on the CVP and execution to build a legacy,
Shifted focus to “Digital First Approach”, building buy in across key channels. In a traditional brick and mortar industry introduced new business concepts across organic and inorganic models such as SEO, display, programmatic, video, influencer and conversion marketing, with seriousness of budgets allocated.
OUTCOME
Led brand and business plan integration for Fuel as well as new non fuel revenue streams ($5,00,000). The brand design language of Jio-bp won numerous International & National awards.
RE IMAGINING MOBILITY redefined the Oil marketing landscape and today Jio-bp is one of favourite destination for highway travellers looking for all kind of mobility solutions be it Fuel offerings, lubricants (Castrol) or highway snacking & coffee with international acclaimed Wild Bean Café!!
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