Omnicom Media India has partnered with JioStar and Whisper World to launch a unified in-content advertising solution spanning linear television, OTT and connected TV, with Beiersdorf-owned NIVEA India as the first brand to activate the format.
The offering helps advertisers reach audiences who increasingly consume content across multiple screens, including premium streaming and CTV environments where conventional ad formats often have limited reach. It places brand messaging directly within programming through scene-matched integrations, positioning ads as part of the viewing experience rather than around traditional breaks, drawing on Omnicom Media’s Connected Content study.
Kartik Sharma, CEO of Omnicom Media India, said consumers are becoming more intentional about what they watch and where, particularly within premium streaming environments. He said the collaboration creates a unified approach letting brands stay connected with audiences across linear TV, OTT and CTV through content-led experiences.
LS Krishnan, CEO of Whisper World India, said capturing attention has grown harder in an attention-deficit era, and that placing brands at the right frequency with the right messaging has helped them achieve stronger business outcomes.
The format uses audience intelligence and viewing data to match content with specific audience segments, activating placements across channels including Star Plus, Colors, Star Vijay and Star Maa, simultaneously extended to JioHotstar’s streaming inventory.
Mahesh Shetty, Head of Entertainment Sales, TV at JioStar, said the initiative reflects how cross-screen strategy and contextual storytelling can strengthen engagement.
Shweta Dalal, Marketing Director at NIVEA India, said the approach avoids interruptive ads, helping the brand build familiarity and trust, with brand lift studies currently underway.
