JioStar and Google have joined forces to weave AI-powered Google Search into two of Star Plus’s biggest Hindi-fiction properties, Anupama and Yeh Rishta Kya Kehlata Hai, using the shows’ storylines to introduce conversational AI to mainstream audiences.
The campaign, themed “Google Search ka naya AI Mode. Jo samjhe, samjhaye, raah dikhaye,” relies on special vignettes and in-show integrations to show how AI Mode can assist with everyday concerns – from managing household budgets to navigating career decisions and supporting children’s education. The lead characters are used to demonstrate how viewers can ask natural-language questions and receive personalised, actionable answers in return.
In Anupama, the titular character, played by Rupali Ganguly, turns to AI Mode while grappling with the early, overwhelming steps of building a new house. Kinjal, played by Milloni Kapadia, nudges her toward Google Search’s AI Mode, and the personalised guidance that follows leaves Anupama visibly impressed.
Mahesh Shetty, Head, Entertainment Sales, TV, JioStar, said the collaboration brings technology closer to mainstream India by embedding Google Search’s conversational AI capabilities into relatable, everyday storylines, showcasing both its simplicity and human value. Kanika Kalra, Director, Platforms & Ecosystems, Consumer Marketing, India at Google, added that the partnership aims to demonstrate AI search’s real-world utility in helping millions of Indians simplify daily tasks.
Conceptualised by JioStar CreativeWorks, the multi-week campaign will run across Star Plus, JioHotstar, and digital out-of-home advertising, using context-led creatives spanning television, digital, and outdoor platforms.
