Google India, JioStar bring AI-powered Search into prime-time fiction

Google India and JioStar are bringing Google Search’s AI capabilities into two of Indian television’s most popular Hindi fiction shows, Anupama and Yeh Rishta Kya Kehlata Hai, in a multi-platform campaign aimed at demonstrating how conversational AI can help with everyday decisions and tasks.

The partnership will see special vignettes and in-show integrations featuring the lead characters of the two Star Plus shows. The campaign, themed “Google Search ka naya AI Mode. Jo samjhe, samjhaye, raah dikhaye,” is designed to position AI-powered Search as a practical, conversational helper for mainstream Indian households.

The integrations will depict situations ranging from managing household budgets and making career decisions to helping children with their education. The objective is to show viewers how they can use natural-language queries to find information, explore options and get actionable answers.


In Anupama, the campaign focuses on the show's protagonist, played by Rupali Ganguly, and her efforts to embrace technology in everyday life. In the brand film, Anupama is unsure about the first steps involved in building a new house. Kinjal, played by Milloni Kapadia, suggests using AI Mode in Google Search, which then provides AI-powered answers to her query.

The association comes as technology companies increasingly look to integrate AI into everyday consumer behaviour, while entertainment platforms are using their content and characters to demonstrate new products in familiar settings.

Mahesh Shetty, Head – Entertainment Sales, TV at JioStar, said the company believes its characters can help bring technology closer to mainstream audiences by embedding Google Search's conversational AI capabilities into relatable storylines.

Kanika Kalra, Director, Platforms & Ecosystems, Consumer Marketing, India at Google, said AI Mode changes how people experience Search by bringing advanced reasoning and personalisation into the product, adding that the JioStar partnership aims to demonstrate its real-world utility through relatable stories.

The campaign, conceptualised by JioStar CreativeWorks, will run across Star Plus and JioHotstar, alongside digital out-of-home (DOOH) advertising. JioStar said the multi-week campaign combines television, streaming and outdoor formats through context-driven creatives.

JioStar's television network and streaming service together reach more than 800 million viewers every week, according to the company.