Omnicom Media India has partnered with JioStar and Whisper World to introduce a unified In-Content Advertising (ICA) solution that enables brands to reach audiences seamlessly across linear television, OTT platforms and connected TV. The initiative has been launched with NIVEA India as the first brand partner, marking a significant step towards creating more integrated and less intrusive advertising experiences for today’s multi-screen viewers.

According to The Storyboard18 report, the collaboration has been designed to address changing content consumption habits, as audiences increasingly move between television, streaming platforms and connected TV devices. With more viewers opting for premium and subscription-based content, brands are looking for innovative ways to remain visible without disrupting the viewing experience.

The new solution allows advertisers to place brand messages directly within content through scene-matched integrations rather than relying solely on traditional commercial breaks. By combining audience intelligence, content insights and cross-platform planning, the partnership aims to help brands connect with consumers more effectively across different screens.

Kartik Sharma, CEO of Omnicom Media India, said consumers are becoming more selective about the content they watch and the platforms they choose, particularly within premium streaming environments. He noted that the collaboration with JioStar and Whisper World creates a unified framework that enables brands to stay connected with audiences through content-led experiences across television, OTT and connected TV.

The campaign was built using audience data and viewing behaviour insights to identify suitable content across JioStar’s entertainment properties. The selected programming was then activated for in-content advertising placements on both linear television channels and JioHotstar, covering subscription and ad-supported viewing across mobile devices and connected TVs.

On television, the in-content advertising format appeared as short brand integrations within popular daily soaps and entertainment programmes. The solution was deployed across leading channels including Star Plus, Colors, Star Pravah, Star Jalsha, Star Vijay, Star Maa, Asianet and Colors Kannada. Simultaneously, the same content strategy was extended to JioHotstar, enabling NIVEA India to maintain a consistent brand presence across platforms.

LS Krishnan, CEO of Whisper World India, said that capturing consumer attention has become increasingly challenging in an era of shrinking attention spans. He added that the company’s understanding of audience engagement and message frequency helps brands achieve stronger business outcomes through contextual advertising experiences.

Mahesh Shetty, Head of Entertainment Sales (TV) at JioStar, said the initiative reflects the company’s focus on developing advertising solutions that align with modern viewing behaviour. He noted that the collaboration demonstrates how audience intelligence, contextual storytelling and cross-screen execution can help brands build deeper engagement with consumers.

For NIVEA India, the initiative offers access to premium audiences across television and digital platforms through a single planning and execution framework. Shweta Dalal, Marketing Director at NIVEA India, said the brand aims to create meaningful and natural consumer interactions by integrating products into content experiences rather than interrupting viewers with conventional advertisements.

The campaign will also include measurement tools to assess performance across platforms, including reach, frequency, ad recall and brand awareness. The partners are expected to expand the initiative to other brands within Beiersdorf’s portfolio and additional JioStar content properties as connected TV and premium streaming audiences continue to grow in India.