brand campaign
Atlassian Intelligence — India Market Launch Campaign 2024
- Location
- Bengaluru & Mumbai, India
- Dates
- June 1, 2024 – September 30, 2024
The India market launch of Atlassian Intelligence — the AI layer embedded across Jira, Confluence, and Jira Service Management. The campaign targeted India's 2.3 million Jira users across enterprise, mid-market, and startup segments through a mix of product education content, customer success stories, and influencer amplification from India's top technology productivity creators. Six Indian enterprise customers — including a leading private bank, an e-commerce unicorn, and a Bengaluru-based SaaS company — provided case study content demonstrating how Atlassian Intelligence reduced sprint planning time by 40%, cut incident resolution time by 55% using automated summaries, and accelerated new engineer onboarding through AI-powered Confluence search. 28 technology content creators across YouTube, LinkedIn, and Twitter produced tutorials, demos, and opinion content that collectively generated 38 million views. The campaign drove a 120% increase in Indian Atlassian Cloud trial registrations versus the same period in 2023.
