Experiential Marketing in Cellular Service-A Case Study of Reliance Jio

The cut throat competition prevailing in today's business environment is compelling the marketers to re-structure their marketing strategies and gain a competitive edge over their business rivals. In this effort marketers’ are focusing all their resources towards what is known as Experiential Marketing. Reliance Jio, a new entrant in cellular services in September 2017, surprised everyone by announcing Free lifetime calls and free internet for the initial period of six months under the ‘welcome offer’. The offer shook the entire telecommunication sector. Reliance Jio's success was such an extent that new strategic alliances started to take shape with Vodafone and Idea talking on merger, Aircel and Reliance planning to form a new alliance. amidst the prevailing competition the welcome offer of reliance Jio came to an end on March 31^st 2017. Reliance Jio which has amassed huge subscription base has to prove itself and the industry at large, that its user base is not a mirage but it will be part of it for the years to come. The current study focuses upon the various aspects of usage, satisfaction level and the loyalty in the form of permanently migrating to Reliance Jio.