iWorld
JioStar sparks ad revolution with Moment.AI that feels the right moment
MUMBAI: When it comes to ads, timing really is everything and JioStar wants brands to nail the moment, not miss it. The company has unveiled Moment.AI, an advanced contextual advertising tool designed to catch viewers right when their emotions are at their peak.
Built on the philosophy of own the feeling, own the moment, the tech marvel scans video content using artificial intelligence and machine learning to decode over 600 emotions and objects from smiles and celebrations to hugs and family scenes. Instead of clumsy interruptions, brands can now slip into stories exactly when the heartstrings are tugged or the laughter rolls.
JioStar head of revenue for entertainment Mahesh Shetty called it a breakthrough: “Moment.AI integrates messaging at natural points of emotional impact, making campaigns more effective for brands and engaging for viewers.”
The system is anchored on the R.A.C.E. framework reach, attention, connection, and effectiveness ensuring ads deliver more than just eyeballs. Early studies already show a 34 per cent uplift in advertising effectiveness compared to conventional placements.
Moment.AI isn’t confined to one category. Whether it’s jewellery during a proposal, skincare in a mirror moment, or snacks at a family gathering, the platform is designed to work across sectors like handsets, gifting, food and beverages, home décor, fashion, and festivals making every placement feel native.
Currently live across JioStar’s Entertainment network and gearing up to roll out on JioHotstar, the innovation is pitched as a new era for contextual advertising, blending technology with consumer insight.
For brands, the message is simple: stop gate-crashing the moment start owning it.
iWorld
Govt pushes live events sector to Rs 196 billion by 2028
LEDC roadmap targets 15–20 million jobs and global hub status by 2030
MUMBAI: India’s live events story is getting louder and this time, it’s policy turning up the volume. The fourth meeting of the Live Events Development Cell (LEDC), chaired by Chanchal Kumar, was held on 30 April 2026 at Vigyan Bhavan, bringing together representatives from nine Central Ministries, six States and 12 industry stakeholders to chart the sector’s next phase of growth. The numbers already tell a compelling story. India’s organised live events industry was valued at Rs 145 billion in 2025 and is projected to grow at 10 per cent to Rs 196 billion by 2028 making it one of the fastest-expanding segments within the media and entertainment ecosystem.
Set up in July 2025 by the Ministry of Information and Broadcasting, the LEDC is tasked with turning that momentum into a structured growth engine. Its long-term ambition is ambitious, position India as a global live events hub by 2030 while generating an additional 15–20 million jobs.
At the meeting, officials emphasised the sector’s multiplier effect spanning tourism, employment and allied industries while underlining the need for coordinated execution. A key update was the rollout of a single-window clearance system for live event permissions via the India Cine Hub portal, aimed at simplifying approvals and improving transparency.
States have been urged to adopt the system, alongside implementing the “Model Executive Order for Streamlining Licensing and Permissions for Live Events in India, 2026” by 31 May 2026. The framework seeks to standardise what has long been a fragmented and time-consuming regulatory process.
Beyond permissions, the discussion also turned to infrastructure and talent. A draft concept for greenfield venue development was tabled, alongside plans to build a skilled workforce. The Indian Institute of Mass Communication, in collaboration with industry bodies MESC and EEMA, is set to introduce certificate courses tailored to the live events sector.
Chanchal Kumar stressed that alignment across stakeholders is already in place, with the next challenge being execution at scale. The government, he noted, remains committed to creating a facilitative and transparent ecosystem for organisers.
For an industry once seen as fragmented and event-driven, the message is clear, India’s live events business is no longer just about the show, it’s about building an entire stage for growth.
