Published on: June 24, 2026
Mumbai, India, June 2, 2026 – Omnicom Media India, an Omnicom (NYSE: OMC) connected capability, has partnered with JioStar and Whisper World to introduce an In Content Ads (ICA) program planned and executed as a single cross-screen solution spanning linear television, OTT and connected TV for brands, with Beiersdorf as the inaugural client. Beiersdorf’s portfolio includes brands such as NIVEA, Eucerin, Hansaplast and more. The solution was inaugurated with NIVEA India, marking the first activation under the partnership.
The program was designed to help advertisers adapt to evolving viewing behaviors as Indian audiences increasingly move across screens and intentionally choose content, including premium paywalled environments and connected TVs, making them harder to reach through traditional advertising experiences.
Reflecting insights from Omnicom Media’s Connected Content study, which examined consumer sentiment around advertising and explored what drives engagement across content and delivery experiences, this collaboration was designed to help brands appear inside the viewing experience itself through scene-matched placements embedded directly into programming, enabling brands to connect with audiences across content and delivery experiences.
“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”
How It Works
Using shared audience intelligence and viewing data, the partners identified and prioritized content aligned to specific Acxiom TV Segments across JioStar properties. The selected shows and episodes were then activated for ICA placements across both linear television and JioStar’s streaming platform – JioHotstar, including SVOD and AVOD inventory viewed on mobile and connected TV devices.
The ICA units were designed to align with what was happening on screen, placing brand messaging between scenes within daily soaps and premium entertainment programming. The format ran on JioStar, powered by Whisper’s latest ICA technology — built through its joint venture with Palo Alto–based Rembrand. On JioStar’s linear television channels, it appeared as a 15-second solus exposure inside a 22-minute general entertainment episode, delivered in two insertions of seven and eight seconds. The ICA ran 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 was simultaneously activated across JioHotstar, allowing NIVEA India to reach audiences across mobile devices and connected TVs through one coordinated planning and execution framework.
“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.”
The initiative gave NIVEA India access to a diverse and premium audience cohort, while enabling a unified content strategy across TV, OTT, and CTV. Placements were informed by cross-platform audience segments, ensuring that content selection and scene mapping reflected audience fit and viewing behavior.
The campaign also included measurement for linear ICA performance, including reach, frequency, GRP, and opportunity-to-see metrics. Brand Lift Studies are underway to quantify impact across ad recall, brand 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 initiative across additional Beiersdorf brands in India and broader JioStar content portfolios, with increased focus on SVOD and connected TV inventory as premium streaming audiences continue to grow.
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