The campaign is conceptualised by Saatchi & Saatchi Propagate.

It has rolled out four short ads that claim the good-old shopping experience but online.

The campaign aims to dispel the notion of e-commerce being transactional and bring to light the warmth that JioMart provides to online shopping.

JioMart, Haldiram's, realme, Wild Stone, BharatMatrimony and NIC Ice Creams, released Holi ads this year. Here's a look at these ads.

The agency will also lead their social media and content strategy through their digital arm Saatchi & Saatchi Propagate.

The product experience will enable customers to browse the JioMart catalog, add products to cart and make purchases all within WhatsApp.

Known for grocery delivery, Grofers looks to become an all-rounder ecommerce platform, to rival Amazon, Flipkart, Licious, Myntra.

Reliance will now compete with the likes of Amazon and Grofers.