‘Kyunki’ isn’t just for the old—it’s a multi-gen ad platform: JioStar

Both audiences and advertisers find themselves preparing for the much-anticipated comeback of Kyunki Saas Bhi Kabhi Bahu Thi. The iconic TV show aired 25 years ago on Star Plus, and it will now be coming back to the same TV channel, reprising its older 10.30 pm prime-time slot.

However, as contemporary audiences have largely embraced OTT platforms, Kyunki will also be airing on JioStar for its reboot.

Star Plus is a television channel owned by JioStar. Hence, JioStar has exclusive streaming rights to the Star Plus legacy show. 

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A reimagined legacy

The head of revenue for entertainment and international at JioStar, Ajit Varghese, believes Kyunki is more than just a TV show; it's a cultural platform. “At the time when it was launched, it built the entire platform,” Varghese recalls. He asserts that the series’ legacy, characters, dialogues, and value system have defined the Indian brand of family entertainment.

While acknowledging the success of contemporary hits like Anupama, Varghese is clear: this is not a rerun. “It’s more about creating a modern story with its modern values and navigating today’s family dynamics,” he explains. 

The three-generation target

According to Varghese, JioStar and advertisers have the potential to reach out to three generations using the same show with the Kyunki reboot.

He outlines subscriber acquisition and ad customisations with a three-pronged audience strategy targeting the original viewers who grew up with the show; their children, who experienced the show indirectly and their children who, now teenagers, recognise Smriti Irani not just as Tulsi but as a political leader.

“When content cuts across audiences like IPL, we definitely feel there are more audiences who will continue to watch the content longer. And watching longer time means more subscription or more reason to continue a subscription which is coming to an end,” he adds.

An advertising magnet

The advertisers have also taken notice of the buzz surrounding Kyunki, especially in the FMCG (Fast-Moving Consumer Goods) sector, which is a natural fit for the show’s family-centric narrative. However, according to Varghese, the appeal doesn’t stop there; car manufacturers, consumer durables, and e-commerce players are also showing a keen collaborative interest.

Brands are always looking for opportunities to build affinity and trust, “Kyunki, with its high emotion and high impact, allows them to do that,” says Varghese. 

In its attempt to provide a full-funnel marketing suite, JioStar is rolling out advertising integrations for the show, including:

• Squeeze Ups: Short, non-disruptive ads that appear on the screen while streaming
• Pause Ads: Static ads displayed when streaming is paused
• Spot Ads: Traditional commercial breaks between streaming
• Fence Ads: Ads that create a "fence" around the show, appearing before and after a specific segment.
• Brand Trace: Tracking and reinforcing brand presence throughout the show
• In-Episode Windows and Bugs: Small, often transparent, brand logos or messages appearing during the streaming

Premium pricing and customised advertising

Taking into account the buzz surrounding the legacy show, JioStar is setting the price benchmark high for the reboot. “Ad slots for Kyunki are being priced at a premium, on par with top-rated prime-time content,” notes Varghese. 

JioStar is targeting “13 sponsors to maximise value and impact”, ensuring each partner benefits from the show’s anticipated reach.

While there is currently significant overlap between TV and digital sponsors, he anticipates a future where some brands will focus exclusively on digital or prioritise it over TV, depending on their objectives and market strategy.

Success beyond TRP

While a show’s success may have been measured using TRPs (Television Rating Points) back when Kyunki first premiered at the turn of the century, success is measured differently now. 

JioStar is aiming to conduct brand-specific studies in partnership with market research firms such as Nielsen Kantar, VTION Digital Consumer Behaviour Analytics, and Skewb Analytics, measuring buzz, brand lift, engagement and commerce. 

A cultural currency from yesteryears 

While tight-lipped on JioStar’s future content plans, Varghese is unambiguous about the strategic importance of Kyunki. “This is not just a programme launch. To me, this is a very strategic asset, almost like a platform launch, using the cultural currency of yesteryears and reflecting it in today’s context,” he says.

As the Virani family, headed by its matriarch Tulsi, readies itself for a reboot in a television landscape that has evolved since, both audience and advertisers watch with bated breath.