In think Ambani ji has an emotional attachment to Jio brand like a symbol of fortune. Even having Reliance pumps, they started Jio BP, Jio Mart integrated with Retail chain, Viacom 18 Studios - Jio Studios. Adding Jio brand to existing buisness. When it comes to Viacom 18, the partner Paramount/Viacom is again getting sidelined. They aren't getting chances to keep their identity. With Jio's entry it got intensified. Having a dozen of brand names Colors, Voot, Paramount, Viacom etc. an outsider caught the steaming identity.