Client – Reliance Jio Messaging Services
Year 2016
Creatives – Short format graphic videos for various content channels on the Jiochat App
Reliance Jio Chat is a multi-media, communication app for mobiles, that has an extended platform, called EXPLORE, offering a choice of multi-genre, shareable content from news to lifestyle, sport, business and more. Each of these ‘channels’ has fresh content (original or from media partners) that appears as text articles and bite-sized video stories.
We were to design and deliver short, ‘Visual Headlines’ for the stories on
MTV – Entertainment News
Lonely Planet – Travel & Lifestyle stories
CricketNext – Cricket News
FTW – Fun, snacky video creatives for the GenZ -centric home channel, including branding for FTW.
The videos themselves were simple and snacks, the larger challenge was the volume and turn-around time. We were to deliver:
20 to 25 short videos with audio a day
Published everyday with a 1 day lead time
7 days a week
For 15 months
We consistently met each day’s publish, even including one round of feedback from Jiochat’s creative team.
We developed operations-friendly graphic guides to maintain uniqueness and recognisability of each channel, while still factoring for variations in style over larger time frames, to prevent visual fatigue.
Unconventionally, for a daily publish project, we did it with a fully remote system. We pulled together a 10 member team spread across India and formulated a workflow that was robust, dexterous and efficient to create lively, fresh video covers, meet the daily schedule and had a lot of fun with our remote talent.
