Google India and JioStar are integrating Google Search’s AI features into two of the most popular Indian fictional series on Indian television, Anupama and Yeh Rishta Kya Kehlata Hai, through a multi-platform campaign designed to showcase how conversational AI can assist in daily decisions and activities.

The collaboration will include unique vignettes and in-show integrations spotlighting the main characters of both Star Plus series.

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Campaign ka theme hai “Google Search ka naya AI Mode. "Jo samjhe, samjhaye, raah dikhaye," is aimed at establishing AI-driven Search as a useful, conversational assistant for typical Indian families.

The integrations will illustrate scenarios from handling family finances and making job choices to assisting children with their learning. The goal is to demonstrate to viewers how they can utilize natural language questions to discover information, investigate alternatives, and obtain practical responses.

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In Anupama, the initiative centers on the main character, portrayed by Rupali Ganguly, and her attempts to adopt technology in daily life. In the brand film, Anupama is uncertain about the initial steps required for constructing a new home. Kinjal, portrayed by Milloni Kapadia, proposes utilizing AI Mode in Google Search, which subsequently offers AI-driven responses to her question.

The partnership arises as tech firms increasingly seek to embed AI into daily consumer habits, while entertainment platforms utilize their content and characters to showcase new products in recognizable environments.

Mahesh Shetty, Head – Entertainment Sales, TV at JioStar, mentioned that the company thinks its characters can bridge the gap between technology and everyday audiences by integrating Google Search's conversational AI features into engaging narratives.

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Kanika Kalra, Director of Platforms & Ecosystems in Consumer Marketing for India at Google, mentioned that AI Mode transforms the Search experience by incorporating advanced reasoning and personalization into the product, noting that the JioStar collaboration seeks to showcase its practical utility through relatable narratives.

The initiative, designed by JioStar CreativeWorks, will be broadcasted on Star Plus and JioHotstar, in addition to digital out-of-home (DOOH) promotions. JioStar announced that the weeks-long campaign integrates television, streaming, and outdoor formats with contextually relevant creatives.

According to the company, JioStar's TV network and streaming platform collectively attract over 800 million viewers each week.