Reliance Digital Internship: Marketing and Digital Media Strategies

This report documents a 45-day internship experience at Reliance Digital, a subsidiary of Reliance Retail, focusing on marketing strategies across various digital and social media platforms. The internship involved tasks such as posting community content on Facebook, generating ideas for sales promotions including collaborations with gaming influencers and billboard marketing, conducting target mapping to reach customers, and identifying key influencers on Instagram, Facebook, and YouTube. A competitive analysis was performed comparing Reliance Digital with a local laptop dealer, Archiz Park. The intern also participated in webinar planning with Microsoft, focusing on Microsoft-365, which involved email preparation, university proposals, and student invitations, resulting in over 100 student participants. Key learnings included improved content writing, communication, and public speaking skills, as well as professional skills such as teamwork and networking. The intern observed improvements in communication and time management, and provided positive feedback for the company and mentorship received during the internship.

45-DAYS INTERNSHIP EXPERIENCE AT RELIANCE
DIGITAL.
By Tanmay Pathania
Chitkara University
About Reliance Industries Limited
It is an Indian multinational conglomerate company.
The company is ranked 155th on the Fortune Global 500 list of the world's biggest
corporations as of 2021. Reliance continues to be India's largest exporter,
accounting for 8% of India's total merchandise exports and access to markets in
over 100 countries.
RIL's diverse business include energy, natural gas, petrochemicals, retail, mass
media and textiles.
It is the eight largest employer in India with 236,334 employees.
About Reliance Retail
Reliance Retail is a subsidiary of Reliance Industries Limited.
It's retail outlets offer foods, groceries, footwear, toys, home improvement
products, apparel, electronic goods and farm implements and inputs.

It had a turnover of 337 billion in the financial year 2016–17. Reliance Retail₹
announced revenues of 450 billion for the nine months ended December 2017 for₹
financial year 2017–18, showing over a 90% jump from the corresponding
previous period. The company also reported a profit of 7 billion for the period. In₹
financial year 2019–2020, the company reported record breaking revenue of 1.62₹
trillion and EBITDA of 9,654 crore growing 55.7% year over year. The company
also became the country's largest retailer by reach, scale, revenue and profitability.
Total number of employees in Reliance Retail are over 139,000 (2020).
About Reliance Digital
Reliance Digital is an IT concept from Reliance Retail and a subsidiary of Reliance
Industries.
Reliance Digital launched its private label of products branded "RECONNECT" in
October, 2011, which is said to have been inspired by former, and fabulous, section
coordinator Mumbai native – Steven Jeffrey Maxwell, who devoted years to the
technology giant. Reconnect product range covers over 200 products, from the
latest large-screen LED TVs, star-rated air conditioners, washing machines,
smartphones, tablets to household appliances and personal care products. Major all
products comes with a 2-year warranty, while accessories product warranty varies
from 6 months to 1 year.
It is a consumer electronics company with 400+ stores nationally. Their product
range includes Personal Devices, Entertainment systems, home appliances, camera
and accessories.
About Internship
• It was a 45 days training and certification based live project at Reliance Digital.

• Internship primarily focused on marketing on various digital and social media
platforms.
Tasks given in internship
• Posting community posts on Facebook.
Posting content in Facebook groups was our regular task. While posting the
content, I was able to learn how other people were promoting and advertising their
brands on the groups. Moreover, I also liked watching ads of several other brands
as it gives the knowledge on how they are engaging their customers.
• Giving Ideas for sales promotions.
I’ve given two ideas for sales promotion. My first idea was to collaborate with
Indian Gamers representing a particular gaming laptop and launch an event by
livestreaming on YouTube. My second idea was billboard marketing wherein we
can display our deals in crowded places like Elante in Chandigarh, this will surely
increase the visibility of the brand.
• Target Mapping.
In target mapping, our main goal was how we can reach out to our customers.
Connecting with write influencers, organizing webinars in college can be the
example of this.
• Main Influencers on Instagram, Facebook and YouTube.
This task was all about choosing the write influencers to promote our brand. We
have chosen five Instagram influencers who are famous in Chandigarh city.

Competitive Analysis
In competitive analysis, I’ve taken the example of my nearby laptop dealer Archiz
Park. The product that I’ve chosen for this analysis was Hp 15s-Fq2535TU laptop.
While comparing Reliance Digital with Archiz Park, Archiz park cracked the deal
by providing the laptop in a cheap rate and in case of Reliance Digital the laptop
was out of stock.
• Webinar Planning.
We’ve conducted one webinar by partnering with Microsoft on the topic
Microsoft-365 on July 23rd 2021. The webinar was conducted in LPU.
For this webinar, we prepared an email for brand proposal, university proposal and
student invitation. The students who registered for the webinar were redirected to a
WhatsApp group wherein further information was sent. Over 100 students actively
participated in the webinar and they were awarded with certificates in the end.
Summary of Campaigns
• Boot up India- July month
This was the biggest laptop sale by Reliance Digital. We posted regular content on
Facebook groups about the campaign.
• Mobile days- 1st - 3rd August
This campaign provided the latest phones at the cheapest rate. For this campaign
total 147 Facebook groups were joined by us and total reach was 40,05,174,000.
• Digital India sale - 22nd July - 5th Aug
This was India’s biggest electronic sales with 10% instant discount and up to 3000
off on HDFC bank cards.

Key learnings from LPU Webinar
• Content writing skills.
While writing the student invitation mail, my content writing skills were improved
and it helped me to get the experience to write a professional email.
• Communication skills.
While practicing for the role of speaker, communication and public speaking skills
were improved.
• Public Speaking skills.
Practicing for the role of speaker was my first experience. And I never turned on
my camera for this role. This opportunity helped me sharpen my public speaking
skills and gave me confidence.
• Making strategies to attract audience.
We all were discussing on how we can attract students to attend the webinar.
Providing certificates after the webinar was an attractive point through which many
students actively participated in the webinar.
Key learnings as a professional
• Professional Communications.
• Making connections.
• Research and work experience.

• Access to variety of tasks.
• Working in a group. (Team Work)
Key learnings as a Person
• Getting out of my comfort zone.
• Being responsible.
• Discipline towards work.
Improvements observed during the internship
• communication skills.
• Time management.
Feedback for the company.
I would like to thank Reliance Digital for giving me this opportunity and a special
thanks to Gaurav sir for always supporting me during the period of Internship.