Why does TV still matter for brand building in India?

TV reaches mass audiences in family settings, offers brand-safe environments, and provides audited ratings. These factors help build memory and trust at scale. When combined with digital retargeting and commerce, television can support the full marketing funnel from awareness to conversion.

What is JioStar’s core argument in The Collective episode?

JioStar argues that television, paired with smart creative and digital extensions, builds enduring brands. It highlights safer adjacency, durable attention, and the power of entertainment-led marketing to drive recall. The episode positions TV as a core driver of awareness and long-term equity.

How could this trend affect broadcasters?

If TV gains share, broadcasters with strong prime-time and regional portfolios can see better inventory sell-through and firmer pricing. Sponsorships and brand integrations may rise. That can improve margins, especially for networks with proven content formats and consistent audience ratings.

What should investors watch to validate the thesis into 2026?

Track advertiser commentary, festive campaign intensity, and TV pricing. Watch ratings stability, sponsorship sell-through, and FMCG ad-to-sales ratios. If the thesis holds, expect steadier GRPs, tighter prime-time inventory, and clearer brand-lift signals before a broad profit uptick appears.

Global Market Insights

January 11: JioStar, NIVEA Bets Revive TV Brand-Building Case

ByDanny Kontos January 11, 2026January 11, 2026

JioStar is back in focus after a January 11 push that pairs The Collective with NIVEA to champion brand-building television. For India marketers, the pitch is clear: entertainment-led marketing on TV offers scale, trust, and brand safety. For investors, TV advertising India could see budget rotation in early 2026. We explain how this shapes broadcaster revenues, FMCG planning cycles, and what signals to track if JioStar’s advocacy turns into spend and sustained GRP momentum.