NIVEA India has become the inaugural brand to activate a new unified in-content advertising (ICA) program introduced by Omnicom Media India in partnership with JioStar and Whisper World. The initiative has been planned and executed as a single cross-screen solution spanning linear television, OTT and connected TV (CTV).
The program has enabled NIVEA India, part of Beiersdorf’s portfolio, to place brand messaging within content across television and streaming environments. The solution has been designed to address changing viewing habits, with audiences increasingly consuming content across multiple screens, including premium subscription-based and connected TV platforms.
Using audience intelligence and viewing data, the partners have identified content aligned to specific audience segments across JioStar properties. Selected shows and episodes have then been activated for ICA placements across both linear television and JioHotstar, covering subscription video-on-demand (SVOD) and advertising-supported video-on-demand (AVOD) inventory viewed on mobile and connected TV devices.
The in-content ad units have been integrated between scenes within daily soaps and entertainment programming. On JioStar’s television channels, the format has appeared as a 15-second brand exposure within a 22-minute episode through two insertions of seven and eight seconds. The activation has run across channels including Star Plus, Colors, Star Pravah, Star Jalsha, Star Vijay, Star Maa, Asianet and Colors Kannada.
The same programming has also been activated simultaneously on JioHotstar, enabling NIVEA India to execute a coordinated content strategy across TV, OTT and CTV through a single planning and execution framework.
The campaign has included measurement metrics for linear ICA performance, including reach, frequency, GRP and opportunity-to-see indicators. Brand lift studies have also been initiated to assess impact on ad recall, awareness and consideration.
The companies have said they plan to expand the initiative across additional Beiersdorf brands in India and a broader range of JioStar content properties, with a focus on subscription streaming and connected TV audiences.
Kartik Sharma, CEO, Omnicom Media India, said: “Consumers are becoming more intentional about the content they choose and the platforms they watch it on, especially within premium streaming environments. This collaboration with JioStar and Whisper World creates a unified approach that allows brands to stay connected with audiences across linear TV, OTT and CTV through content-led experiences rather than relying only on traditional ad breaks.”
LS Krishnan, CEO, Whisper World India, said: “Getting consumer attention in the attention-deficit era is becoming increasingly difficult. Both reach and attention are critical for achieving business goals. Our understanding of placing brands at the right frequency with the right messaging has helped brands reach Business outcomes more effectively”
Mahesh Shetty, Head – Entertainment Sales, TV, JioStar, said: “At JioStar, we are focused on creating advertising experiences that match how audiences consume content today. This initiative demonstrates how cross-screen approach, audience intelligence and contextual storytelling can work together to help brands build stronger engagement across screens, including among viewers on subscription and connected TV platforms.”
Shweta Dalal, Marketing Director, NIVEA India, said: “At NIVEA India, we’re passionate about bringing you moments that feel natural and meaningful. By integrating our products directly into the shows and stories you love, we avoid interruptive ads and create experiences that stick. This in-content approach grabs attention when you’re most engaged, helping you remember NIVEA more easily and feel a stronger connection to the brand. Backed by studies that measure real impact, our storytelling builds awareness and trust – so NIVEA becomes a familiar, confident choice in your daily routine.”
