Reliance Jio branding its Telecom Business without using R i.e Only Jio

Two months before its scheduled launch, Reliance Jio Infocomm Ltd (R-Jio), the telecom arm of Reliance Industries Ltd, has given users a peek into the brand identity the company may use to launch its fourth generation (4G) telecom services across the country.

While there has been no official announcement from the company, it seems the telecom operations will go under the name of Jio rather than the working title of R-Jio. The company’s chat application, launched in April, goes by the name of Jio Chat, even though the official website still uses R-Jio as the title.

The identity, and an accompanying logo similar to the one used by Reliance Industries Ltd, has been used on sponsorship documents of the Mumbai Academy of Moving Image (MAMI) film festival, which was launched on Wednesday. Jio is the title sponsor for the event and this is its first event.

An email query to the company remained unanswered but company officials said a new branding of R-Jio has been used for sponsoring the MAMI film festival.

“It could be a new logo, or could be a spin-off of the R-Jio brand for entertainment sponsorships,” said a company executive, who spoke on condition of anonymity.

Reliance Jio’s branding efforts are being spearheaded by Caroline Seifert, chief brand and design officer who assumed charge in Janaury. She reports to the core leadership team of R-Jio headed by Mukesh Ambani, chairman of the group.

Seifert was earlier senior vice-president of product design at Deutsche Telekom, according to her profile on LinkedIn, a business-oriented social networking site. Seifert has been part of the telecommunications industry for over 20 years and was involved in the introduction of mobile communications into the German market.

The company, which plans to roll out commercial telecom service operations from December, is currently in the testing phase for most of its offerings including 4G services, a host of mobile phone applications and delivery of television content over its fibre optic network.

R-Jio, meanwhile, faces its share of challenges in terms of return on investment and capturing market share. The company, according to industry analysts, is expected to spend $8-9 billion for the 4G roll-out. The company will battle for subscribers with leading telcos such as Bharti Airtel Ltd, Vodafone India Pvt Ltd and Idea Cellular Ltd.

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