JioStar’s The Collective makes the case for television’s brand power

MUMBAI: JioStar Entertainment has released the latest episode of The Collective, its thought-leadership series that convenes senior voices from advertising and entertainment to debate the forces shaping India’s brand economy.

Moderated by journalist and producer Anuradha Sengupta, the episode brings together four of the country’s most influential creative leaders to examine television’s enduring role in building lasting brands, even as media consumption fragments across platforms.

The discussion features KV Sridhar (Pops), global chief creative officer, Nihilent and Hypercollective; Rahul Mathew, chief creative officer, DDB Mudra Group; PG Aditya, co-founder and chief creative officer, Talented; and Josy Paul, chairman and chief creative officer, BBDO India. Together, they argue that television remains the bedrock of brand-building, combining reach, trust and cultural impact in ways few other media can match.

The panellists positioned television as the gold standard for creating shared national moments, shaping conversations and influencing consumer behaviour through high-attention viewing that is largely free from skips and clutter. By bringing households together, they said, TV delivers emotionally resonant storytelling that strengthens long-term brand equity.

Beyond awareness, the episode also underlined television’s role across the marketing funnel, driving search, consideration, visits and conversions, while anchoring brands in popular culture.

The Collective continues as an ongoing series designed to frame industry debates, challenge assumptions and reimagine the role of advertising in entertainment. JioStar said the platform will keep spotlighting conversations that shape how brands connect with audiences today and in the future.

JioStar Entertainment operates a television network and streaming service that together reach more than 750 million viewers every week, positioning the company as one of the largest media and entertainment players globally.