Reliance Jio makes the right noises with branded LED-lit dhols

Reliance Jio engaged dhol troops to play innovative branded LED-lit dhols amidst the festivity of Ganesh Chaturthi in Pune. Similar visibility campaigns will be run in other parts of the country during festivals. The high-decibel visibility exercise, conducted in some 20 pandals in a total area of 75,000 sq. ft, not only created a strong brand presence but also contributed largely to the mood of the festivity with dhols being integral to the festival. While Jio is currently rolling out their brand building OOH campaign in all major city corridors, this kind of disruptive visibility campaign will continue to be part of forthcoming Indian festivals like Durga Puja in Bengal or Navratri in Gujarat.

These same Dhols were also showcased in the malls in the form of flash mob, at places like Phoenix, where the affluent audience got a feel of Jio Ganpati initiatives. That was followed by free sim card distribution. Though the brand stayed away from commenting directly about the campaign, a source revealed, “Traditionally, these dhols are made of leathers but we got them made in acrylic for better branding proposition and the materials have been imported from Singapore. First time ever, devotees saw something called LED dhols and it garnered lot of excitement.”