Bangalore: NEWME, India’s Gen Z–focused fashion-tech brand, has partnered with JioHotstar on MTV Splitsvilla Season 16 to introduce ‘Shop The Look’, a first-of-its-kind contextual commerce experience on the streaming platform, enabling viewers to shop outfits instantly without leaving the screen.
Returning as the official fashion sponsor of MTV Splitsvilla for the second consecutive season, NEWME has expanded its association beyond brand visibility to technology-led experience innovation. With Splitsvilla continuing to influence youth culture and fashion trends in India, the collaboration allows NEWME to activate commerce at the precise moment of viewer inspiration.
For the first time on an Indian reality show with an Indian fashion brand, viewers can shop outfits directly while watching episodes on JioHotstar. Through the ‘Shop The Look’ feature, styles worn by female contestants—including athleisure, casual wear, date-night looks and party outfits—appear contextually below the viewing screen. With a single tap on the ‘Shop Now’ option, users can complete purchases instantly without being redirected to any external app.
The entire shopping journey, from product discovery to payment and address confirmation, is completed within the JioHotstar interface. This seamless integration enables real-time purchases and represents a first-ever end-to-end experience that connects awareness to conversion within the same viewing environment.
Commenting on the launch, Sumit Jasoria, Co-founder & CEO, NEWME, said, “Gen Z is wired for action—whether it’s content, travel, or everyday choices. Shopping is no exception. We noticed a clear gap between the fashion young audiences see on screen and the effort it takes to actually find and buy those looks—screenshots, multiple apps, endless searches.”
He further added, “Given the strong cultural resonance Splitsvilla enjoys among Gen Z viewers, the show was a natural fit for this initiative. As a brand deeply connected with this generation, we set out to remove that friction. Technology has always been central to how we build NEWME, and this integration allows inspiration and action to exist in the same moment. We’re excited to see how audiences engage with this format and how contextual commerce can evolve the way fashion is discovered in India.”
Mahesh Shetty, Head – Entertainment Sales, JioStar, said, “Splitsvilla has always reflected how young India thinks, dresses, and expresses itself. We are delighted to have NEWME onboard for the second time as the brand that shares the same DNA as us. The ‘Shop the Look’ integration feels like a natural extension of how audiences engage with the show today, allowing fashion inspiration to move seamlessly from screen to action.”
He added, “This first-of-its-kind experience on an Indian reality show underscores our constant endeavour to push the envelope and introduce newer, more immersive solutions that enable brands to drive deeper engagement, deliver measurable impact, and effectively meet their business objectives. Unlike conventional display formats, ‘Shop the Look’ is natively embedded within the viewing journey and is driven by clean user intent and contextual relevance, ensuring brand presence feels organic, resulting in stronger engagement and positive brand sentiment.”
Alongside the in-stream shopping experience, NEWME will also launch a Splitsvilla-exclusive collection as part of a licensing association with the show. The collection will be released progressively alongside episodes and draws inspiration from the show’s fashion moments while staying aligned with Gen Z’s bold, expressive and trend-forward style preferences.
As part of the collaboration, viewers shopping through the JioHotstar ‘Shop Now’ feature will receive special launch discounts and free delivery, further encouraging instant purchases directly from content.
With this initiative, NEWME continues to strengthen its positioning as a brand shaped by Gen Z behaviour rather than traditional marketing playbooks, redefining the intersection of culture, content and commerce through immersive, in-the-moment shopping experiences.
