Brands
JioStar reveals Festive Sentiment Survey 2025
MUMBAI – As the country gears up for the upcoming festive season, JioStar today released the 2025 edition of the JioStar Festive Sentiment Survey, which reveals that 92 per cent of Indian consumers plan to continue or increase their festive spending this year, signalling robust consumer confidence and a golden opportunity for brands. The survey, built to decode how India is thinking, spending and discovering this festive season, uncovers key trends for marketers – a growing millennial spend base, men spending more this festive season but women set to drive diversity in purchases, shopping across more categories such as fashion, beauty, wellness, home appliances, and mobiles, gifting resurgence with nearly 1 in 2 consumers shopping for others this season and most importantly 65 per cent of consumers yet to decide which brands they will buy from. With an average festive shopping budget of ₹16,500, the window to influence purchase decisions is wide open.
JioStar is India’s most powerful entertainment engine, commanding ~50 per cent TV viewership during festive peaks and to capture the hearts of audiences and the attention of advertisers, JioStar also unveiled its most expansive entertainment line-up yet. From kids to families to premium audiences, JioStar’s festive programming ensures there’s something for everyone, with iconic characters, beloved shows, and new launches lighting up every screen. At the heart of this festive season lies #HarGharMeinJashn, JioStar’s flagship celebration of India’s biggest cultural months. Through this campaign, JioStar aims to go beyond just programming and focus on building moments of joy, memory and meaning across screens.
“This year’s festive outlook is marked by strong consumer optimism and evolving media consumption. Marketers are looking to engage audiences across platforms and languages, and that’s where JioStar’s robust festive offering becomes invaluable. With #HarGharMeinJashn, we are creating a high-impact funnel for brands across discovery, intent, and purchase touchpoints,” said JioStar head of revenue, entertainment, Mahesh Shetty.
As India prepares to celebrate, JioStar’s diverse content line-up includes a robust mix of reality and fiction that span cultures and languages. The line-up includes pan-India favourites like Bigg Boss across five languages, Star Parivaar Awards, a new weekend prime-time reality format Pati Patni Aur Panga, JioHotstar Specials such as Trial 2, Salakaar and Rambo in Love and marquee movies such as Chhaava, Kesari 2, Empuraan and Thudaram. Fiction powerhouses continue to drive daily engagement, with shows like Kyunki Saas Bhi Kabhi Bahu Thi (Hindi), Siragadikka Aasai (Tamil), and Chempaneer Poovu (Malayalam) resonating deeply with audiences. International titles such as Thunderbolts, A Minecraft Movie, Final Destination Bloodlines, King & Conqueror, Only Murders in the Building S5 will also resonate with the newer audiences.
With curated programming across Onam, Durga Puja, Navratri, Ganesh Utsav and Diwali, JioStar ensures that brands are placed at the heart of every celebration. JioHotstar will also bring families together for large-scale digital celebration Janmashtami LIVE, Navratri LIVE, Dussehra LIVE. The hyper-local festive programming is market-specific and curated to align with regional traditions, viewer behaviours, and cultural nuances.
JioStar, with its unprecedented reach across TV and digital, is uniquely positioned to convert this consumer momentum into measurable brand impact. The survey, developed to decode how India is thinking, spending, and discovering this season, points to strong media influence and significant opportunity for last-mile persuasion.
JioStar’s media solutions this festive season are sharper, smarter, and more immersive than ever. Alongside high-impact formats like pre-roll takeovers, pause ads and interactive formats, this year introduces innovations such as MegaBlasts for maximum reach, JioStarverse for AI-powered influencer marketing and Moment.ai for contextual storytelling. Advertisers can also tap into smarter ad formats, including countdown, location-based and AQI-based dynamic formats, unlocking real-time relevance and driving deeper audience engagement.
As Indian homes light up, so do their screens, and JioStar is where brands can show up meaningfully and memorably. JioStar is giving advertisers every tool to make their presence count, at scale, in context, and in culture.
Other Key Findings from the JioStar Sentiment Survey 2025 include:
· Increased spending capacity: 85 per cent say their financial situation has improved or stayed the same over the last year
· Millennial vs. Gen Z: Millennials expected to spend more than Gen Z, with higher budgets and category intent
· Women shoppers drive variety: Women will shop across more than 2 categories, including apparel, beauty, gadgets, and home décor
· Top product categories: Apparel and fashion (33 per cent), mobiles (27 per cent), electronics (18 per cent), followed by holidays, jewellery, and beauty
· Online discovery leads: 76 per cent of consumers cite online ads as the top information source, followed by OTT/UGC content and social media
· High brand influence opportunity: 65 per cent of shoppers have not yet decided on the brand they’ll buy from—opening the door for last-mile persuasion
· Balanced retail channels: 52 per cent plan to shop online; 42 per cent offline, indicating the need for omnichannel strategies
· Digital payments dominate: 61 per cent of shoppers prefer cashless options, led by UPI and mobile wallets
Link to the Festive Sentiment Report
Brands
JK Maxx Paints ropes in Akshay Kumar to boost brand visibility push
Actor’s trust-led appeal set to strengthen connect in décor market
MUMBAI: JK Maxx Paints has signed Akshay Kumar as its brand ambassador, as the company looks to scale up visibility and deepen its connect with consumers in India’s competitive decorative paints market.
The move is part of a broader strategy to position the brand around trust and performance, qualities closely associated with Kumar’s public persona. With a strong connect among Indian households, the actor is expected to help the company strike a more relatable chord with home owners.
Welcoming the partnership, JK Maxx Paints business head white cement and paints Nitish Chopra said, “This partnership marks an important milestone in our journey to scale JK Maxx Paints as a strong, future-ready brand. As we expand our presence across markets, our focus remains on building deeper consumer trust and delivering high-performance solutions. Akshay Kumar’s credibility and widespread appeal make him a powerful partner in amplifying our brand story and strengthening our connect with consumers across India.”
Echoing the sentiment, Akshay Kumar highlighted the brand’s legacy and familiarity among Indian consumers. “Some associations just feel right from the heart. This is one of them. JK Maxx Paints carries a legacy that people already believe in. When a name like JK WallMaxx Wall Putty is so deeply woven into homes, it’s not just familiarity, it’s a sense of comfort and trust,” he said.
Launched in 2023 and backed by the legacy of JK WallMaxx Wall Putty from JK White Cement, the paints business has been steadily expanding its footprint. The company operates a manufacturing facility in Rajasthan and an R and D centre in Navi Mumbai, offering a wide portfolio across interior and exterior paints, textures and waterproofing solutions.
The new partnership will roll out through a multi-platform campaign spanning television, digital, print, outdoor and retail channels.
With a trusted face now fronting its colours, JK Maxx Paints is clearly aiming to paint a bigger picture in India’s home décor market.
