NEWME has partnered with JioHotstar to introduce a contextual, in-stream shopping experience on MTV Splitsvilla Season 16, allowing viewers to shop outfits worn on the show without leaving the streaming interface. The initiative marks a first for an Indian fashion brand-embedding the entire purchase journey, from discovery to checkout, directly within a reality show.
Through JioHotstar’s ‘Shop The Look’ feature, clothing worn by female contestants appears below the video player as episodes stream. Viewers can browse products, confirm sizes, make payments, and enter delivery details in real time, eliminating the need to switch apps or search externally. The curated selections span categories such as athleisure, casual wear, party outfits, and date-night styles, aligning closely with Splitsvilla’s youthful aesthetic.
NEWME returns as the official fashion sponsor of MTV Splitsvilla for the second consecutive season, but this year’s association goes beyond traditional on-screen branding. Instead, it focuses on a technology-driven commerce model designed for Gen Z’s fast, action-oriented consumption habits. According to NEWME’s leadership, the integration addresses a long-standing gap between fashion inspiration on screen and the effort required to actually purchase those looks.
From JioHotstar’s perspective, the feature reflects evolving viewer behaviour, where entertainment, inspiration, and action increasingly overlap. The platform positions ‘Shop The Look’ as a native, intent-driven solution that feels organic within the viewing journey, offering brands deeper engagement and measurable impact compared to conventional ad formats.
In addition to the in-stream experience, NEWME is launching a Splitsvilla-inspired fashion collection under a licensing association with the show. The collection will drop progressively alongside episodes and mirror outfits seen on screen. Early users of the ‘Shop Now’ option will also receive launch discounts and free delivery, encouraging trial and adoption.
Together, NEWME and JioHotstar are signalling a shift in how fashion is discovered and purchased in India-where content and commerce converge seamlessly.
