Sports
JioHotstar launches commerce ad tool with Instamart to convert IPL viewers into buyers
The platform launches intent-driven advertising with Instamart, aiming to turn cricket fans into customers
MUMBAI: Streaming ads are about to get a lot more pointed. JioHotstar has launched what it calls a signal-led commerce advertising capability, a system that uses real purchase intent data to help brands find consumers who are already primed to buy, not just browse. Instamart, Swiggy’s quick-commerce arm, becomes the first partner to use the offering, which goes live during the Indian Premier League cricket season when JioHotstar’s audiences are at their largest and most engaged.
The pitch to advertisers is precision over volume. Rather than serving ads based on broad demographic slices, the new capability lets brands tap aggregated, privacy-safe insights drawn from actual purchase behaviour to identify and reach high-intent audience cohorts across JioHotstar’s premium content. Crucially, it also closes the loop: consumers can move directly from content to product exploration through integrated call-to-action formats, without leaving the viewing experience. Advertisers, in turn, get down-funnel reporting across key metrics, giving them a clearer read on what their campaigns actually did.
Anup Govindan, head of sports sales at JioStar, said the offering goes beyond watching to predicting what consumers are likely to do next. “We are enabling brands to engage audiences not just when they are watching, but when they are most receptive,” he said. “During marquee events like the TATA IPL, brands can reach the right audience at the right moment, making engagement more meaningful, measurable, and outcome-driven.”
Himavant Kurnala, senior vice-president of product at Instamart, said the partnership closes the gap between inspiration and purchase. “By aligning premium entertainment with the convenience of quick commerce, we are not just placing ads; we are creating a more relevant and frictionless shopping experience for millions of Indian households,” he said.
The launch adds to a growing suite of precision tools on JioHotstar, which already offers self-serve ads and a Shop The Look feature. With 450 million monthly average users and a library of more than 300,000 hours of programming across 19 languages, the platform has no shortage of eyeballs. The question it is now answering is whether it can turn those eyeballs into wallets.
For brands, the timing is no accident. Cricket season on JioHotstar is the closest thing Indian advertising has to the Super Bowl, a moment of mass attention that the platform is now determined to monetise with considerably more finesse than a banner ad ever could.
Sports
Sony secures exclusive India rights for 2026 Asian Games broadcast
SPNI to air Aichi-Nagoya Games across TV and Sony LIV streaming
MUMBAI: Sony Pictures Networks India has secured the exclusive broadcast rights for the 2026 Asian Games, bringing the continental multi-sport event back to the Sony Sports Network for Indian audiences.
Scheduled to be held in Japan from September 19 to October 4, 2026, the Games will be aired live across Sony’s sports channels and streamed on Sony LIV. The deal covers India and the wider Indian subcontinent, ensuring broad regional access to one of Asia’s biggest sporting spectacles.
The acquisition comes at a time when India’s interest in multi-sport events is at a high. At the previous edition, the country delivered its best-ever performance, clinching 107 medals and signalling its growing strength on the continental stage. With a mix of emerging talent and seasoned athletes, expectations for the upcoming Games are running high.
The 2026 edition will feature competition across 41 sports, including 32 Olympic disciplines, alongside additions such as mixed martial arts and surfing. For Indian viewers, cricket is expected to be a major draw, with both men’s and women’s teams aiming to reclaim top honours in Asia.
Sony Pictures Networks India chief revenue officer and business head – sports and international Rajesh Kaul said, “The Asian Games represents sporting excellence and is a powerful platform for national pride.” He added that India’s 100-plus medal milestone at the last edition has sparked unprecedented interest, setting the stage for “another unforgettable chapter”.
Olympic Council of Asia director general Husain Al-Musallam said the agreement marks “the beginning of a new phase” in the distribution of the Asian Games across the Indian subcontinent.
SPNI said it plans to offer comprehensive coverage, including expert analysis and multi-language programming, aiming to bring audiences closer to the action from the opening ceremony through to the final medal events.
With the return of the Asian Games to its network and India eyeing another record haul, Sony is betting big on both sport and sentiment, hoping to turn continental competition into prime-time viewing once again.
