Mumbai, India — Omnicom Media India has partnered with JioStar and Whisper World to launch a unified In Content Ads (ICA) programme, enabling brands to deliver scene-matched advertising across linear television, OTT, and connected TV (CTV) through a single planning and execution framework.
The partnership aims to help advertisers reach audiences more effectively as viewing habits continue to shift across multiple screens, integrating brand messages directly within programming to create more contextual and engaging viewing experiences.
NIVEA India is the first brand to activate the solution, marking the inaugural campaign under the partnership.
The initiative combines audience intelligence, content insights, and scene-matched storytelling to place advertising naturally within television programmes and streaming content across JioStar’s platforms.
According to Omnicom Media India, the partnership responds to changing consumer behaviour, with audiences increasingly choosing premium streaming services and connected TV platforms that are becoming harder to reach through conventional advertising formats.
Kartik Sharma, CEO of Omnicom Media India, said the collaboration reflects the industry’s growing need for content-led advertising experiences.
“This collaboration with JioStar and Whisper World creates a unified approach that allows brands to stay connected with audiences across linear TV, OTT and CTV through content-led experiences rather than relying only on traditional ad breaks,” said Sharma.
Adding to this, LS Krishnan, CEO of Whisper World India, said, “Our understanding of placing brands at the right frequency with the right messaging has helped brands reach business outcomes more effectively.”
The solution uses shared audience data to identify relevant programs before inserting contextual advertising between entertainment scenes, delivering campaigns simultaneously across JioStar’s television channels and its streaming platform, JioHotstar, including mobile devices and connected TVs.
Mahesh Shetty, Head of Entertainment Sales for TV at JioStar, said the partnership reflects how advertising needs to evolve alongside changing viewing habits.
“At JioStar, we are focused on creating advertising experiences that match how audiences consume content today. This initiative demonstrates how cross-screen approach, audience intelligence and contextual storytelling can work together to help brands build stronger engagement across screens, including among viewers on subscription and connected TV platforms,” said Shetty.
For NIVEA India, the partnership offers a more integrated way to connect with consumers across multiple viewing environments while reducing disruption to the viewing experience.
“At NIVEA India, we’re passionate about bringing you moments that feel natural and meaningful. By integrating our products directly into the shows and stories you love, we avoid interruptive ads and create experiences that stick,” said Shweta Dalal, Marketing Director at NIVEA India.
“This in-content approach grabs attention when you’re most engaged, helping you remember NIVEA more easily and feel a stronger connection to the brand. Backed by studies that measure real impact, our storytelling builds awareness and trust – so NIVEA becomes a familiar, confident choice in your daily routine,” added Dalal.
The campaign is also being measured across both television and digital platforms, with brand lift studies currently underway to evaluate its impact on awareness, ad recall, and consideration.
Looking ahead, Omnicom Media India, JioStar, and Whisper World plan to expand the programme across more Beiersdorf brands and additional premium streaming content as connected TV audiences continue to grow in India.
