Mumbai: Omnicom Media India, an Omnicom connected capability, has partnered with JioStar and Whisper World to introduce a unified In Content Ads (ICA) program that spans linear television, OTT and connected TV (CTV), enabling brands to execute integrated advertising experiences across screens.
The initiative debuts with Beiersdorf’s NIVEA India as the inaugural brand activation under the partnership.
Designed to address changing content consumption patterns, the solution responds to the growing shift of Indian audiences toward intentional viewing across premium streaming platforms, connected television and paywalled environments, where traditional advertising formats often face reduced effectiveness.
Built using insights from Omnicom Media’s Connected Content study, which explored consumer attitudes toward advertising and engagement drivers across content experiences, the initiative integrates brand messaging directly into programming through scene-matched placements rather than conventional ad breaks.
“Consumers are becoming more intentional about the content they choose and the platforms they watch it on, especially within premium streaming environments,” said Kartik Sharma, CEO, Omnicom Media India. “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.”
Adding to this, LS Krishnan, CEO, Whisper World India, said, “Getting consumer attention in the attention-deficit era is becoming increasingly difficult. Both reach and attention are critical for achieving business goals. Our understanding of placing brands at the right frequency with the right messaging has helped brands reach Business outcomes more effectively”
Audience intelligence powers content integration
The program uses shared audience intelligence and viewing behaviour data to identify content aligned to specific Acxiom TV Segments across JioStar properties.
Selected shows and episodes are activated for ICA placements across both linear television and JioStar’s streaming platform, JioHotstar, covering both subscription video-on-demand (SVOD) and advertising-supported video-on-demand (AVOD) inventory viewed across mobile and connected TV devices.
The ad format is designed to align naturally with the viewing experience by inserting branded messaging between scenes within daily soaps and premium entertainment content.
Powered by Whisper’s ICA technology developed through its joint venture with Palo Alto-based Rembrand, the format appeared on JioStar’s linear television channels as a 15-second solus exposure embedded inside a 22-minute entertainment episode through two insertions.
Campaign execution included placements across current daily soaps on channels including Star Plus, Colors, Star Pravah, Star Jalsha, Star Vijay, Star Maa, Asianet and Colors Kannada.
The same programming strategy was extended simultaneously to JioHotstar, enabling NIVEA India to maintain a unified content presence across mobile and connected TV environments.
“At JioStar, we are focused on creating advertising experiences that match how audiences consume content today,” said Mahesh Shetty, Head – Entertainment Sales, TV, JioStar. “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.”
NIVEA India tests integrated content-led engagement
The initiative provided NIVEA India access to premium and diverse audience cohorts while creating a coordinated content strategy across television and streaming ecosystems.
The campaign also incorporates performance measurement for linear ICA formats, including reach, frequency, GRP and opportunity-to-see metrics, while Brand Lift Studies are currently underway to evaluate impact across recall, awareness and consideration.
“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, 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.”
The companies plan to expand the model across additional Beiersdorf brands in India and extend deployment across JioStar’s broader content ecosystem, with particular focus on premium SVOD and connected TV audiences as streaming adoption continues to accelerate.
