JioStar’s upcoming quiz show ‘India Ke Top 1%’ has onboarded seven sponsors ahead of its premiere. The show has brought together brands from different categories as it prepares to launch on television and streaming.

According to a JioStar press release from Mumbai yesterday, Google Search AI has joined the show as the Co-Presented By sponsor. Shree Cement, CoinSwitch, Birla Opus and ORN. com are the Co-Powered By partners. Denver Perfumes is the Fragrance Partner, while Avaada has joined as the Clean Energy Partner.

‘India Ke Top 1%’ follows a different format from traditional quiz shows. Instead of focusing mainly on textbook knowledge, historical dates and specialised academic facts, the show tests contestants on observation, logic, common sense and lateral thinking.

The format is designed to make the show accessible to people across age groups. According to JioStar, the concept allows a 10-year-old child and a 60-year-old grandparent to compete on an equal footing, making it suitable for family and multi-generational viewing.

Mahesh Shetty, Head Entertainment Sales, TV at JioStar, said the show offers brands opportunities for integrations and extensions that can go beyond regular spot advertising. He added that the format allows brand messages to become part of the viewing experience.

JioStar said the show’s problem-solving format, family viewing appeal and digital participation also create opportunities for brands to connect with viewers from awareness to action. ‘India Ke Top 1%’ will premiere on Star Plus and JioHotstar from today September 19.