JioStar has partnered with Google India to integrate AI-powered Google Search features into two of Star Plus' Hindi fiction shows, Anupama and Yeh Rishta Kya Kehlata Hai, as part of a multi-platform campaign aimed at demonstrating the technology through everyday situations.
The campaign, built around the theme "Google Search ka naya AI Mode. Jo samjhe, samjhaye, raah dikhaye," will use special vignettes and integrations within the shows to demonstrate how Google's AI Mode can help users find information, explore questions and make everyday decisions.
The campaign will focus on situations including managing household budgets, making career-related decisions and supporting children's education. Instead of presenting the AI product through a standalone technology-led advertisement, the companies are placing its use cases within familiar television narratives and characters.
One integration involves Anupama, where the lead character is shown trying to understand the initial steps involved in building a new house. Another character suggests using AI Mode in Google Search, allowing the storyline to demonstrate how users can ask questions in natural language and receive AI-generated responses.
The campaign has been conceptualised by JioStar CreativeWorks and will run for multiple weeks across Star Plus and JioHotstar, alongside Digital Out-of-Home advertising. The combination gives the campaign a presence across television, streaming and outdoor media.
Mahesh Shetty, Head of Entertainment Sales, TV at JioStar, said the collaboration is designed to use familiar storytelling to bring technology closer to mainstream audiences. He added that integrating conversational AI into relatable storylines can demonstrate its practical utility to viewers.
Kanika Kalra, Director, Platforms & Ecosystems, Consumer Marketing, India at Google, said AI Mode represents a shift in how people interact with Google Search, with the company looking to demonstrate its real-world applications through relatable stories.
The initiative comes as AI-powered search tools become a more visible part of how technology companies are positioning search and information discovery. Google's AI Mode is designed to let users ask more complex questions conversationally and receive AI-generated responses that can help them explore a topic further.
For JioStar and Google, the campaign brings AI product education into mainstream entertainment programming, using television characters and storylines as the creative vehicle rather than relying only on conventional product demonstrations.
Disclaimer: This article may include information derived from interviews, press releases, public statements, research, company communications and other publicly available or third-party sources. Such material may be summarised, paraphrased or contextualised for journalistic and editorial purposes. All rights in third-party content remain with their respective owners.