iWorld
JioStar–Nielsen study reveals breakthrough cross-screen reach in live sports
MUMBAI: In a landmark moment for the advertising industry, JioStar, in partnership with Nielsen, has unveiled a first-of-its-kind cross-screen measurement studyanalysing how audiences engaged with Tata IPL 2025 across linear TV, connected TV and mobile. The groundbreaking insights promise to reshape the way advertisers plan, measure and invest in live sports.
The study, conducted across five major brands spanning carbonated beverages, consumer durables, automotive, fintech and FMCG, captures a wide spectrum of consumer behaviour, from impulse-led purchases to high-consideration categories. This diversity ensures that the findings are broadly representative and relevant to advertisers across sectors.
Using Nielsen digital trackers, Barc television data and Nielsen’s proprietary deduplication methodology, the study creates a true single-view of audiences across platforms, a long-awaited milestone in India’s evolving media landscape.
The results are striking. Audience overlap across linear TV, CTV and mobile stood at less than five per cent, confirming that each screen adds uniquely to total campaign reach. The findings show that brands advertising across both JioStar’s television and digital platforms can gain significant incremental visibility without duplication or wastage.
The study also reveals that unified cross-screen media plans delivered 20 to 40 per cent incremental reach across categories and budgets. In doing so, it demonstrates how fragmented, siloed planning can now be replaced with a holistic, data-driven framework that benefits advertisers, broadcasters and digital platforms alike.
Calling the research “a game changer,” JioStar chief revenue officer – sports Anup Govindan, noted that it offers the first scientific proof of how brands can drive incremental reach in live sports by combining scale with precision. He described the initiative as a blueprint for the next era of advertising, powered by robust data and advanced measurement.
Nielsen chief product officer Akhil Parekh, added that the collaboration sets new global benchmarks by offering unprecedented clarity on cross-platform reach. He said the findings will help brands plan more effectively, optimise investments and drive stronger business outcomes across television and digital.
The insights further show that advanced digital targeting can reduce duplication even more sharply, at times bringing overlap down to around one per cent: evidence of how intelligent media planning can enhance efficiency.
Overall, the study encourages advertisers to embrace unified planning by demonstrating that when television’s unmatched scale is paired with digital’s precision, brands can achieve stronger impact, greater efficiency and more effective return on investment.
iWorld
Prime Video drops trailer for Lukkhe, a rap crime drama starring KING in his acting debut
Eight episodes of revenge, redemption and hard-hitting rap arrive on the streaming platform on 8th May
MUMBAI: Prime Video has unveiled the trailer for Lukkhe, an eight-episode musical action drama built around the world of rap, crime and bruised relationships — and it has done so in suitably loud fashion, launching it at a live concert in Mumbai featuring electrifying performances by KING, Amira Gill, Akshath, Raashii Khanna, Ruaa Kayy and RUTVXK. As if that were not enough, the show’s music album was also dropped at the event, in collaboration with exclusive music streaming partner Amazon Music and music label Warner Music India.
The series is directed by Himank Gaur and produced by Vipul D. Shah and Rajesh Bahl under the banners of Optimystix Entertainment and White Guerrilla LLP. It is created and executive produced by Agrim Joshi and Debojit Das Purkayastha.
The cast is the talking point. KING, the acclaimed Indian rapper and songwriter, makes his acting debut as MC Badnaam, a performer consumed by rivalry and hunger for recognition. Raashii Khanna, returning to Prime Video after Farzi, plays Gurbani. Palak Tiwari, making her streaming debut, plays Sanober. Lakshvir Singh Saran plays Lucky. The ensemble also includes Nakul Roshan Sahdev, Kritika Bharadwaj, Shivankit Parihar, Yograj Singh and Ayesha Raza Mishra in pivotal roles.
The trailer plants its flag squarely in the tension between MC Badnaam and his rival MC OG, played by Parihar, while threading in the love story between Lucky and Sanober. The soundtrack, which spans hard-hitting rap anthems to emotionally charged melodies, is as much a character in the show as any of its leads.
Gaur was candid about what drew him to the project. “Lukkhe gave me a chance to dive into a world that’s loud, emotional, and constantly on edge,” he said. “What stayed with me was how every character is chasing something personal, and music becomes their way of expressing it. Working with this cast, especially KING in his debut, along with Raashii, Lakshvir, and Palak, was incredibly rewarding because they brought honesty that elevated every moment.”
Khanna reflected on her character with evident relish. “Playing Gurbani in Lukkhe was a really intense and fulfilling experience,” she said. “What I found most interesting was how her strength comes from something deeply personal, which shapes every decision she makes. It was about finding that balance between vulnerability and grit.”
KING, stepping in front of the camera for the first time, was characteristically direct. “Stepping into Lukkhe as MC Badnaam has been a defining moment for me,” he said. “What drew me in was how real his hunger and need to be heard felt. It’s something I connect with as an artist. Bringing music into his journey made the experience even more personal.”
Tiwari described the role as a first on multiple fronts. “It was my first time working with Prime Video, and the whole experience felt new and creatively satisfying,” she said. “Being part of a story that has both intense and heartfelt moments, along with a team that brought so much honesty to it, made this journey truly memorable.”
Saran, for his part, zeroed in on what made Lucky tick. “Lucky is someone who’s trying to move forward while still carrying the weight of his past, and that push-pull made him really interesting to explore,” he said. “There’s a sincerity to his journey that I hope people connect with.”
Lukkhe premieres on Prime Video in Hindi on 8th May, across India and in more than 240 countries and territories worldwide. In a streaming landscape drowning in crime dramas, this one is betting that putting a rapper at its centre – and meaning it – is enough to cut through the noise. On the evidence of the trailer, it might just be right.
