Reliance Jio and YouTube have rolled out a campaign featuring Kamiya Jani from Curly Tales and actor Palak Purswani to spotlight how Shorts helps connect with creators' audiences.

Conceptualised by Toaster, the campaign consists of an ad film.

The film opens with a breathtaking mountain view, as Purswani sits in a travel bus, questioning who would really watch videos of scenic routes. She muses that travel content needs to be exaggerated, polished, and informative to gain attention. Just then, Jani chimes in with a candid remark: “Did you think I started out in Europe?” Surprised, Purswani listens as Jani explains how she began her content journey right here in India, using Jio’s strong network to upload Shorts and build her audience.

Inspired, Purswani begins documenting her own travels—capturing sunsets, exploring food trucks, and sharing her journey through Shorts and vlogs, all seamlessly thanks to uninterrupted network connectivity. The film closes with Jani's confident voiceover: “With YouTube Shorts, you can be a big shot too.”

What we think about it: Jani and Purswani bring charm and relatability to this ad that champions content creation on the go. The agency's execution smartly taps into relatable content creator doubts and does  a good job portraying how YouTube Shorts can turn travel moments into viral milestones.

The campaign was rolled out across social media on 6 May.