MUMBAI: Diamonds might claim the sparkle crown, but this Akshaya Tritiya, JioStar’s MegaBlast stole the show. Mumbai lit up like a carnival as Reliance Jewels and JioStar staged a launch spectacular loud enough to wake the gods. Matching the grandeur of Tirupati temple’s golden spires, Reliance Jewels unveiled its Tirupati Collection with a punchy, gold-dusted flourish, fuelling the 10 edition of its Jewels of India series. Powered by JioStar’s freshly minted MegaBlast platform, the campaign turned the gold-buying frenzy of 29 April 2025 into a full-throttle nationwide spectacle.
Reliance Jewels took the wraps off its Tirupati Collection, inspired by the spiritual richness and design grandeur of Tirupati. Timed to perfection, the launch coincided with Akshaya Tritiya, when buying gold is almost a national sport. JioStar cranked up the volume with its MegaBlast solution, flooding TV and digital platforms at high frequency through JioStar’s vast entertainment network and JioHotstar.
“The Tirupati Collection represents devotion, craftsmanship, and tradition. Partnering with JioStar allowed us to launch it with the scale and sanctity it truly deserves. We chose MegaBlast, a first-of-its-kind innovation, as it gave us a unique, all-encompassing solution for reaching our target audience at an unprecedented scale and delivering impact. The high-impact visibility across TV and digital gave us the momentum to connect meaningfully with audiences across India, turning our launch into a nationwide celebration,” a Reliance Jewels spokesperson said.
In true showbiz style, JioStar ensured that every six seconds, across 84 top general entertainment and movie channels, audiences caught a glimpse of the bling. Formats such as Spotlight Frames, Brand Bridges, Stings, and Mega Spots weaved Reliance Jewels into the entertainment fabric, making the brand impossible to miss.
“Akshaya Tritiya is a time for tradition, celebration, and new beginnings. We are proud that JioStar’s MegaBlast was able to elevate the Reliance Jewels Tirupati Collection into a true cultural moment. MegaBlast is more than just a product—it’s a comprehensive marketing funnel that drives high-decibel awareness, ensures top-of-mind recall and ultimately influences consumer consideration. With its unmatched scale, cross-platform integration, and storytelling capabilities, it offers brands an unparalleled opportunity to engage with audiences throughout the entire campaign journey,” a JioStar spokesperson said.
The sparkle didn’t stop at TV. Reliance Jewels unleashed a Digital MegaBlast too, hogging screens with pre-roll takeovers, feature trays, pause ads, and juicy mid-roll spots on top shows, ensuring a gold rush across all devices.
The campaign demonstrated that, even in today’s splintered media jungle, a bold strategy with the right platform still cuts through the clutter. MegaBlast delivered not just big glitzy moments, but also measurable business outcomes, proving that real-world impact can come wrapped in glitz and strategic grit.
