The much-anticipated return of Kyunki Saas Bhi Kabhi Bahu Thi has attracted strong advertiser interest, with eight major brands onboarded ahead of its July 29 premiere on Star Plus and JioHotstar.
On television, Tide+, Kalyan Jewellers, and Maruti Suzuki will serve as co-presenting sponsors. Fortune Soyabean Oil, Colgate, and SMART Bazaar have come on board as co-powered sponsors. Meanwhile, the digital rollout on JioHotstar sees Kalyan Jewellers and Maruti Suzuki again in co-presenting roles, joined by Fortune Chakki Fresh Atta, UTI Mutual Fund, and SMART Bazaar.
Ajit Varghese, head of revenue – entertainment & international, JioStar, said, “The return of Kyunki is a full-spectrum media moment. As a multi-generational IP, it fuses nostalgia with reach and cultural relevance. Few shows today can bring entire families together the way Kyunki does. We’re delighted by the confidence brands have shown in the property’s enduring value across platforms.”
The sponsorship package includes TV show integrations, graphic inserts, promo tags, and digital-first innovations like branded quizzes, pause ads, and co-branded vignettes.
Produced by Balaji Telefilms, the reboot brings back iconic characters like Tulsi and Mihir Virani, while introducing a new generation of plotlines-blending legacy storytelling with contemporary relevance.
