After a successful brand integration with Bigg Boss Malayalam Season 6, Skei Ice Cream—Premium homegrown ice cream brand—has made a grand return to prime-time television. This time, it steps in as the title sponsor of Star Singer Season 10, one of the most beloved and high-performing non-fiction shows in the Malayalam entertainment space.
This move comes strategically for the brand, as it continues to expand its presence across South India and the Middle East. Rooted in a philosophy of creating joyful experiences and promoting moments of celebration and togetherness, Skei views this partnership with Kerala’s No.1 television channel and the streaming platform JioHotstar not merely as a media investment, but as a cultural alignment.
Speaking about the latest collaboration with Asianet and JioHotstar, John Francis, Director at Skei Ice Cream, says, “As one of the most popular musical reality shows in India, Star Singer attracts vast viewership that spans across various demographics, making it an ideal platform for Skei to showcase its delicious range of flavours.”
“When it comes to entertainment in Kerala, television may be evolving, but it still remains the heart of the household—especially for female audiences,” notes Francis. “By combining the mass reach of a channel like Asianet, the expansive digital audience of JioHotStar, and the emotional highs of a show like Star Singer, we’re not just marketing—we’re delivering moments and creating memories!”
Over the years, Star Singer has grown into one of the most beloved shows in Kerala, becoming a highly anticipated favourite in countless households and one of Asianet’s top-performing programs. The tenth season, which premiered on March 29, 2025, garnered an impressive 9.91 TVR on launch night. Meanwhile, Season 9 reached an impressive 22.2 million viewers across Kerala, according to BARC—cementing its status as one of the most widely viewed non-fiction properties in the state. The show held its #1 position in the non-fiction category week after week, averaging a stellar 6.67 TVR (SD+HD) among urban females between 15–50 years (ABC), a key audience segment for Skei.
Reflecting on the brand’s earlier joint title sponsorship of Bigg Boss Malayalam Season 6, Francis shares, “Our integration with Bigg Boss Malayalam Season 6 proved to be a rewarding partnership, leading to a 18% rise in Top- of- Mind awareness for the brand, 120% boost in Brand consideration and 45% increase in Purchase intent amongst show viewers which led to deeper audience connections.” The campaign involved in-show branding through multiple touchpoints, including product placements, logo exposure, ad promos, dedicated brand zones, and a branded segment where contestants created ads incorporating Skei products.
With Star Singer Season 10 expected to be the highest-rated non-fiction show this summer, Skei is confident that its presence on the show will once again deliver strong visibility and deepen emotional resonance with viewers.
