Google India and JioStar have announced a multi-platform partnership to showcase AI-powered features in Google Search through JioStar’s popular Hindi fiction shows ‘Anupama’ and ‘Yeh Rishta Kya Kehlata Hai’. The campaign aims to demonstrate how conversational AI in Google Search can help people find useful information, make decisions and manage everyday tasks.

According to a JioStar press release from Mumbai today, the campaign will include special vignettes and in-show integrations featuring the lead characters of the two shows. The campaign is based on the theme, ‘Google Search ka naya AI Mode. Jo samjhe, samjhaye, raah dikhaye.’ It will show how AI features in Google Search can provide helpful, conversational and actionable answers in real time.

The campaign focuses on everyday needs such as managing budgets, making career-related decisions and getting information related to children’s education. By using popular television characters and relatable situations, the campaign aims to encourage viewers to explore AI features in Google Search for their daily questions and challenges.

In ‘Anupama’, the character played by Rupali Ganguly will be shown using AI in Google Search to research solutions and ask questions in natural language. The integration presents Anupama as a modern homemaker who is keen to learn and make informed decisions, while encouraging women and homemakers to use technology with confidence.

A brand film shows Anupama trying to understand the first step towards building a new house. Kinjal, played by Milloni Kapadia, suggests that she use AI Mode in Google Search. Anupama then uses the feature and receives AI-powered personalised answers to her query.

Mahesh Shetty, Head Entertainment Sales, TV at JioStar, said the partnership aims to bring technology closer to mainstream Indian audiences by integrating Google Search’s conversational AI capabilities into relatable storylines. He added that JioStar’s popular characters have a strong connection with viewers across the country.

Kanika Kalra, Director, Platforms & Ecosystems, Consumer Marketing, India at Google, said AI Mode is changing how people experience Google Search by bringing advanced thinking, reasoning and personalisation to users. She added that the collaboration with JioStar will showcase the real-world use of AI search through relatable stories.

The campaign has been conceptualised by JioStar CreativeWorks. The multi-week campaign will run across Star Plus, JioHotstar and Digital Out-of-Home, combining broadcast, streaming and outdoor platforms to reach audiences across India.

The partnership brings together popular television storytelling and AI technology to demonstrate how Google Search’s AI features can help viewers with simple and everyday needs.