Mumbai: In a striking comeback for one of Indian television’s most iconic shows, JioStar has announced that eight major brands have signed on as sponsors ahead of the highly anticipated premiere of Kyunki Saas Bhi Kabhi Bahu Thi, scheduled for July 29, 2025. The show’s return is shaping up to be a landmark media moment, driven by its cross-generational appeal and nostalgic pull.
On Star Plus, Kyunki is co-presented by Tide+, Kalyan Jewellers, and Maruti Suzuki India Limited, with additional support from co-powered by sponsors Fortune Soyabean Oil, Colgate, and SMART Bazaar. On JioHotstar, the sponsor roster includes Kalyan Jewellers and Maruti Suzuki India Limited as co-presenting sponsors, and Fortune Chakki Fresh Atta, UTI Mutual Fund, and SMART Bazaar as co-powered by sponsors—bringing the total count to eight across platforms.
Ajit Varghese, Head of Revenue, Entertainment & International, JioStar, shared, “The return of Kyunki is a full-spectrum media moment. The show is a multi-generational IP which brings together a powerful blend of nostalgia, reach and cultural depth, which helps connect family members together, each finding their own story in the same narrative. Very few properties offer that kind of intergenerational resonance today, and Kyunki delivers on that with precision. We’re thrilled to see such strong interest from brands who recognise the long-term value this property offers across both TV and digital.”
The campaign unlocks a robust marketing mix for advertisers. On television, integrations span show placements, graphic branding, and promo tags. Digitally, advertisers will benefit from immersive tools like branded vignettes, graphical in-episode units, feature trays, CTV pause ads, and interactive formats such as quizzes and 3D billboards—delivering full-funnel marketing impact.
Returning as a daily prime-time property, Kyunki Saas Bhi Kabhi Bahu Thi brings back beloved characters like Tulsi Virani (Smriti Irani) and Mihir Virani (Amar Upadhyay), while introducing a fresh generation rooted in the timeless values that originally defined the show. With a seven-day-a-week schedule, backed by the reach of Star Plus and digital precision of JioHotstar, the reboot is poised to be a major tentpole for brand engagement.
Produced by Balaji Telefilms, the reboot also commemorates the 25th anniversary of the original series, offering brands a unique opportunity to tap into legacy, emotion, and contemporary relevance in one high-impact vehicle.
The show returns on Tuesday, 29th July 2025.
