JioStar’s entertainment business has launched its festive proposition #HarGharMeinJashn, bringing together television, premium entertainment, digital and commerce-led solutions aimed at helping brands engage consumers through the festive purchase journey. The playbook comes as festive spending in India is expected to rise significantly, with the average festive transaction size projected to increase 46 percent from Rs.16,500 to Rs.24,020.

The JioStar Festive Sentiment Survey 2026 is among the inputs shaping the new playbook. According to the findings, 68 percent of consumers begin planning their festive purchases more than a month in advance, while 49 percent of category buyers are still researching before making a brand choice. JioStar said the findings highlight the importance for brands to remain visible throughout the extended journey from discovery and consideration to purchase.

JioStar’s entertainment TV network records more than 680 billion viewing minutes, while primetime viewership rises 30 percent during the festive period. The company said audiences spend 50 percent more time with its TV content compared with UGC platforms, while attention scores are up to 33 percent higher. The network also delivers 44 percent unique reach and nearly twice the search incidence compared with videos on UGC platforms, according to JioStar’s data.

“For brands, winning the festive season starts well before the cart. Consumers on JioStar’s TV Network are not passively watching, they are spending 50 percent more time with our content vs UGC and paying significantly more attention than audiences on any other platform,” said Mahesh Shetty, Head – Entertainment Sales, TV, JioStar. He added that brands appearing alongside premium content can drive higher search, stronger consideration and sales growth during the festive period.

JioHotstar extends JioStar’s festive offering across connected TV and mobile, with the company reporting 50–80 percent incremental reach on CTV and 50–90 percent on mobile over the leading UGC platform. Campaigns on JioHotstar deliver 2x higher effectiveness across business metrics versus the leading UGC platform on CTV, while audiences exposed to JioHotstar campaigns show 2.2x higher add-to-cart rates compared with UGC-exposed audiences.

“Festive period is when consumer intent to purchase is at its peak, making these months a critical window for brands to drive both visibility and conversion,” said Bhaskar Ramesh, Head – Entertainment Sales, Digital, JioStar. He said JioHotstar combines premium content with commerce-led solutions designed to engage consumers across the purchase journey and translate attention into measurable business outcomes.

JioStar’s festive content slate includes marquee non-fiction titles such as Bigg Boss across six languages, ‘India Ke Top 1%’, ‘Koffee with Karan’, ‘Roadies’, ‘Dhamaal with Pati Patni Aur Panga’ and ‘Cooku with Comali’. The film line-up includes ‘Dhurandhar The Revenge’, ‘Welcome to the Jungle’, ‘Drishyam 3’ in Malayalam and ‘Blast’. JioHotstar will also premiere more than 15 South Specials during the festive period, including ‘Kaapi Squad, Part-Timers’ and ‘The Court’.

The playbook also highlights TV’s role in incremental discovery. JioStar said TV-only audiences recorded a search incidence index of around 181 among male-focused categories and 202 among female-focused categories, compared with a UGC digital-video-only benchmark of 100. Its TV audiences also over-index as category buyers, with affluent viewers delivering up to 1.6x more fabric-care buyers, 1.5x more hair-styling buyers and 1.43x more ready-to-eat food buyers than UGC audiences.

JioStar further said its Megablast offering generated more than 450 crore views a day and over 365 million daily viewers, with previous campaigns recording around 1.5x higher search interest, 2x growth in app downloads and more than 2x spikes in search interest. On JioHotstar, audiences spend six times longer per session and are 2.8 times more likely to complete content than on the leading UGC platform, while advertisers have seen 1.5–2x stronger brand equity. The company said its Launchpad offering also drove a 1.4x uplift in aided awareness and a 1.42x uplift in purchase intent for a leading e-commerce platform.

With #HarGharMeinJashn, JioStar is positioning its TV and digital ecosystem as a platform for brands to engage consumers across the entire festive journey, from early discovery and consideration to purchase and conversion.