Google Partners with JioStar to Bring Smart Search into Daily Soaps
Google India partners with JioStar to integrate AI-powered Search into hit Star Plus shows like Anupama and Yeh Rishta Kya Kehlata Hai, showing viewers how conversational AI solves everyday challenges.
Sandhya
Bridging Tech and Everyday Life Through Mass Television
In a strategic move to make advanced technology relatable to mainstream India, Google India has teamed up with entertainment giant JioStar. The multi-platform partnership integrates Google Search’s new "AI Mode" directly into two of Indian television's most popular daily soaps: Anupama and Yeh Rishta Kya Kehlata Hai.
Through custom in-show integrations and dedicated television vignettes, the campaign highlights how conversational AI can simplify routine tasks—ranging from financial planning and career advice to school homework support.
Anupama Explores AI to Build Her Dream Home
Built around the central theme, "Google Search ka naya AI Mode. Jo samjhe, samjhaye, raah dikhaye," the campaign relies on beloved lead characters to demonstrate the feature's real-world utility.
In a featured brand film for Anupama, the titular protagonist (played by Rupali Ganguly) finds herself overwhelmed while taking the initial steps toward constructing a new home. Her daughter-in-law, Kinjal (Milloni Kapadia), intervenes by introducing her to Google Search’s AI Mode. By speaking to the tool in natural language, Anupama instantly receives tailored, practical solutions, leaving her visibly impressed by the technology's ease of use.
Industry Leaders on Demystifying Artificial Intelligence
Executive leadership from both organizations emphasized the human-centric approach of this collaboration:
Mahesh Shetty (Head, Entertainment Sales - TV, JioStar) noted that embedding conversational AI into relatable storylines helps demonstrate its "simple utility and true human value" to millions of households.
Kanika Kalra (Director, Platforms & Ecosystems, Consumer Marketing, Google India) highlighted that using storytelling allows viewers to see how AI search can "simplify daily tasks and unlock their full potential."
Multi-Platform Campaign Expansion
Conceptualized by JioStar CreativeWorks, the multi-week campaign extends beyond television screen time. The context-led promotional assets are scheduled to air across Star Plus and stream on JioHotstar, alongside targeted Digital Out-Of-Home (DOOH) outdoor advertisements.
