JioStar’s India Ke Top 1% Locks 7 Sponsors — Google Search AI Co-Presents
~ Star Plus and JioHotstar’s Anil Kapoor quiz locks seven sponsors ahead of premiere, with Google Search AI co-presenting and logic-over-rote as the format pitch ~
Mumbai, September 2026: JioStar has locked a seven-brand sponsor roster for India Ke Top 1% — The Anil Kapoor Show, its new prime-time quiz-entertainment property on Star Plus and JioHotstar, signalling strong advertiser appetite for non-fiction that sells more than spots.
Google Search AI headlines the pack as Co-Presented By, with Shree Cement, CoinSwitch, Birla Opus and ORN.com as Co-Powered By partners. Denver Perfumes joins as Fragrance Partner and Avaada as Clean Energy Partner — a mix that stretches from paints and cement to crypto, scent and clean energy.
The format is the commercial hook. Unlike textbook trivia shows, India Ke Top 1% tests observation, common sense and lateral thinking on everyday problems, so a child and a grandparent can compete on the same stage. That multi-generational co-viewing window is what sales is selling: brand extensions and in-show integrations that sit inside the problem-solving journey, not beside it.
Mahesh Shetty, Head – Entertainment Sales, TV at JioStar, said: “India Ke Top 1% arrives at a time when audiences are looking for entertainment that is both intellectually stimulating and universally accessible. Today, marketers recognize that simple visibility is no longer sufficient to build enduring brand affinity. The inherent novelty of India Ke Top 1% enables us to design rich brand extensions and contextual integrations that go far beyond conventional spot advertising.”
The show, produced by Banijay Asia and hosted by Anil Kapoor, premiered 19 September at 8 PM on Star Plus and JioHotstar, with the promotional line “Baat Khatki Toh Jeet Pakki” and a ₹1 crore prize framing the Top 1% title.
Marketing take: When quiz IP stops selling memorised dates and starts selling common sense, the sponsor deck follows — Google Search AI at the top of a seven-brand funnel that treats prime-time non-fiction as full-journey brand theatre, not just GRPs.
