JioStar × Google AI Mode — Anupama Puts Conversational Search on Star Plus
~ JioStar and Google India weave Search AI Mode into Anupama and Yeh Rishta Star Plus, JioHotstar and DOOH ~
Mumbai, September 2026: JioStar has locked a multi-platform play with Google India that puts conversational AI inside the shows India already trusts. The campaign theme is blunt and bilingual: Google Search ka naya AI Mode. Jo samjhe, samjhaye, raah dikhaye. Lead characters from Anupama and Yeh Rishta Kya Kehlata Hai demonstrate how AI Mode in Google Search can answer everyday questions budgets, careers, kids education in natural language, not keyword soup.
The brand film, conceptualised by JioStar CreativeWorks, opens on a familiar domestic bind. Anupama (Rupali Ganguly) is stuck on the first step of building a new house. Kinjal (Milloni Kapadia) nudges her toward AI Mode; personalised, actionable answers arrive in the moment. The integration is built as customised narrative beats and dedicated vignettes on Star Plus, extended on JioHotstar, and amplified on Digital Out-of-Home a multi-week stack that mixes broadcast reach with high-impact physical visibility.
Mahesh Shetty, Head – Entertainment Sales, TV at JioStar, said: “We have always believed in the unmatched power of emotive storytelling to shape culture, build trust, and drive meaningful consumer behaviour. Our characters are more than just on-screen personas; they are trusted family members in millions of households across the nation. We are thrilled to collaborate with Google India on an initiative that brings technology closer to mainstream India. By embedding Google Searchs conversational AI capabilities into the authentic, relatable storylines of marquee shows, we are demonstrating the technology’s simple utility and true human value.
Kanika Kalra, Director, Platforms & Ecosystems, Consumer Marketing, India at Google, added: AI Mode represents a fundamental shift in how people experience Google Search, bringing the benefits of advanced thinking, reasoning, and personalisation to everyone. Through our collaboration with JioStar, we’re aiming to showcase the power of AI search through relatable stories – demonstrating real-world utility that helps millions across India simplify daily tasks and unlock their full potential.
Anupamas arc — resilience, lifelong learning, the modern homemaker with real aspirations — is the emotional bridge. The bet is not another tech explainer; it is product education inside fiction audiences already binge, so AI Mode feels like a household habit rather than a Silicon Valley demo.
Marketing take: Fiction-led tech education works when the character does the asking. JioStar is selling Googles AI Mode the way Star Plus sells soap through trust, not jargon.
