The return of Kyunki Saas Bhi Kabhi Bahu Thi has sparked strong advertiser interest ahead of its 29 July premiere, with eight leading brands already onboard across Star Plus and JioHotstar.
On Star Plus, the show is co-presented by Tide+, Kalyan Jewellers, and Maruti Suzuki India Limited. Fortune Soyabean Oil, Colgate, and SMART Bazaar are onboard as co-powered by sponsors. On JioHotstar, Kalyan Jewellers and Maruti Suzuki continue as co-presenting sponsors, with Fortune Chakki Fresh Atta, UTI Mutual Fund, and SMART Bazaar joining as co-powered by sponsors bringing the total sponsor count to eight across platforms.
The show offers broad inventory for advertisers. On TV, brands are integrated through graphic placements, promo tags, and logo units. Digital extensions include branded feature trays, in-episode graphical units (astons and branded windows), pause ads, co-branded vignettes, 3D breakout billboards, and interactive formats such as quizzes and long-form integrations.
The show, produced by Balaji Telefilms, brings back Smriti Irani as Tulsi Virani and Amar Upadhyay as Mihir Virani, while introducing a new generation and updated narratives. With a seven-day-a-week schedule and simultaneous release across platforms, Kyunki is positioned as a major content and media event of 2025.
“The return of Kyunki is a full-spectrum media moment. The show is a multi-generational IP which brings together a powerful blend of nostalgia, reach and cultural depth, which helps connect family members together, each finding their own story in the same narrative. Very few properties offer that kind of intergenerational resonance today, and Kyunki delivers on that with precision. We’re thrilled to see such strong interest from brands who recognise the long-term value this property offers across both TV and digital,” said Ajit Varghese, Head of Revenue, Entertainment & International, JioStar.
