GECs
JioStar reignites the Kyunki effect, locks in eight big-brand sponsors
MUMBAI: The much-anticipated return of Kyunki Saas Bhi Kabhi Bahu Thi has sent waves of excitement across living rooms and boardrooms. Ahead of its July 29 premiere, eight marquee brands have already signed on, betting big on the enduring cultural clout of the daily prime-time juggernaut.
On Star Plus, Tide+, Kalyan Jewellers, and Maruti Suzuki India co-present the show, with Fortune Soyabean Oil, Colgate, and Smart Bazaar joining as co-powered sponsors. Over on JioHotstar, Kalyan Jewellers and Maruti Suzuki return as co-presenters, alongside Fortune Chakki Fresh Atta, UTI Mutual Fund, and Smart Bazaar, bringing the brand tally to a powerful eight across platforms.
The advertiser playbook spans everything from TV integrations and graphic placements to JioHotstar’s arsenal of branded feature trays, pause ads, co-branded vignettes, and even interactive quizzes, ensuring visibility from screen to stream.
“The return of Kyunki is a full-spectrum media moment. The show is a multi-generational IP which brings together a powerful blend of nostalgia, reach and cultural depth, which helps connect family members together, each finding their own story in the same narrative. Very few properties offer that kind of intergenerational resonance today, and Kyunki delivers on that with precision.We’re thrilled to see such strong interest from brands who recognise the long-term value this property offers across both TV and digital,” said JioStar head of revenue, entertainment & international, Ajit Varghese.
Produced by Balaji Telefilms, the reboot marks 25 years since the show’s debut, bringing back Smriti Irani’s iconic Tulsi and Amar Upadhyay’s Mihir while introducing a new generation to the Virani universe. With a seven-day-a-week schedule and a dual-platform strategy marrying Star Plus’s reach with JioHotstar’s precision targeting, Kyunki is set to be 2025’s tentpole event for viewers and advertisers alike.
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GECs
Samsung TV Plus launches Kings of Comedy channel
New free FAST channel brings iconic Hindi comedy shows to millions of Samsung Smart TV owners.
MUMBAI: Samsung TV Plus has just turned up the laughter volume and it’s completely free. The leading free ad-supported streaming television (FAST) service in India has launched Kings of Comedy, a premium comedy channel featuring some of the country’s most beloved primetime shows. Available exclusively on Samsung TV Plus, the channel delivers back-to-back hits including Comedy Nights with Kapil, Khatra Khatra Khatra, and Comedy Nights Bachao, with no login or subscription required.
The launch marks a milestone for free streaming in India, offering audiences a dedicated comedy destination directly from their Samsung TV home screen. It arrives as Samsung TV Plus India celebrates its 5th anniversary, during which the service has grown its monthly active users by 42 per cent and more than doubled its total viewing hours. The platform now offers over 180 free channels across 14 languages.
Samsung TV Plus India general manager and head of business development Kunal Mehta said, “Comedy is the heartbeat of Hindi entertainment, and Kings of Comedy brings together the shows Indians already love, completely free on their Samsung TV. Our focus remains the same take the content people know and make it effortless to access.”
Globally, Samsung TV Plus has surpassed 100 million monthly active users across more than 4,500 channels, solidifying its position as one of the world’s leading free streaming services.
Kings of Comedy is now available on all compatible Samsung Smart TVs. For viewers seeking non-stop laughter without any cost, this new channel delivers a royal treat proving that sometimes the best entertainment really does come with no strings (or subscriptions) attached.
