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Tag: Jyoti Malladi

  • JioStar rolls out the red carpet for brands with its CTV playbook

    JioStar rolls out the red carpet for brands with its CTV playbook

    MUMBAI: JioStar Entertainment is turning up the volume on India’s Connected TV (CTV) revolution with the launch of its first-ever CTV Playbook — a glossy, data-rich guide to decoding the premium, couch-loving consumer.

    At a time when the nation’s living rooms are morphing into digital-first, high-attention arenas, the playbook unpacks how brands can ride the CTV wave to deliver deeper stories, smarter targeting, and sharper results. Built in partnership with research giant Ipsos, the report combines national survey insights with platform analytics from June 2025 to offer a panoramic view of India’s CTV surge.

    At the heart of the playbook is the R.A.C.E. framework — Reach, Attention, Connection, and Effectiveness — a four-step mantra that helps brands move beyond vanity metrics into full-funnel firepower. Think targeted storytelling that doesn’t just get seen, but remembered and acted on.

    Watch time on JioHotstar’s CTV platform has exploded by 85 per cent, with 40 per cent of all streaming now happening on the big screen. Average daily CTV viewing stands at over 100 minutes — that’s 1.5x more than mobile. What’s more, co-viewing on JioHotstar clocks in at a staggering 3.1x, with 70 per cent of users watching with family and 66 per cent doing so together.

    And it’s not just quantity, but quality. The report reveals 90 per cent of CTV viewers come from affluent homes, 81 per cent are NCCS AB, and over 60 per cent live in India’s top 8 metros. In short, CTV is where the money is — and where the marketing should be.

    The content ecosystem packs a punch too: 22,000+ titles across 19 languages, 250+ originals, 7,000+ global hits from 10+ international studios. Impressively, 91 per cent of JioHotstar Specials’ CTV viewers are paid subscribers — that’s 50 per cent higher than the platform average.

    “Connected TV is no longer just a screen—it’s becoming the new center of gravity in India’s digital households. With co-viewing at 3.1X, 90 per cent of audiences being affluent, and an 85 per cent surge in watch time, the scale and quality of engagement on JioHotstar’s CTV platform is unmatched. This Playbook is a strategic response to this shift—built to help marketers harness the full-funnel potential of big-screen storytelling. From lean-in attention to measurable business outcomes, CTV offers an unmatched canvas for brands to move beyond impressions to impact. At JioStar, we’re excited to lead the charge in shaping this premium, intent-rich space into a high-performance marketing platform for the future”, said JioStar head of revenue, entertainment & international, Ajit Varghese.

    “The shift toward CTV within the digital ecosystem is a behavioural shift in how families consume, co-view, and even co-decide. Our research with JioHotstar supports what the data shows: CTV audiences are more premium, and more likely to recall and act on brand messaging delivered in a big-screen environment,” said Ipsos managing director – research, Jyoti Malladi.

    Regional storytelling is having its moment too. While Hindi and English dominate, regional languages especially Malayalam are breaking barriers, with over 80 per cent of Malayalam CTV viewers coming from outside the community.

    With the living room now centre stage for digital India, JioStar’s playbook gives advertisers the cues they need to own it, encouraging marketers to #ThinkCTVThinkJioHotstar.

    jiostar

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  • Google most influential brand: Ipsos study

    Google most influential brand: Ipsos study

    MUMBAI: Ipsos, an independent market research company controlled and managed by research professionals, has released a study on Most Influential Brands (MIB) in India. Affluent Indians have chosen their winners. Google has emerged as the MIB of circa 2017.

    Technology and e-tailing brands have taken up other places in the top five positions, as per Ipsos study. Amazon is at the number two spot, followed by the mobile service provider Jio at the third spot, social engagement site Facebook is ranked fourth, followed by e-marketplace Flipkart, at the fifth position.  

    Ipsos executive director brand health tracking Jyoti Malladi said, “Influential brands provide a sense of purpose by reflecting our personal values. They are an extension of us. They help consumers engage with them long after the purchase. Further, consumers make deep emotional connections with these brands as they are surrounded by them for the most part, occupying a meaningful place in their lives.”

    Barring one FMCG player, the rest are all technology and telecom brands – Samsung (ranked sixth), Patanjali (ranked seventh), Microsoft (ranked eighth), iPhone (ranked ninth) and Apple (ranked tenth).

    The MIB study ranks 100 brands across categories, shortlisted as per advertising spends. The key parameters of evaluation were – trustworthy, engagement, leading edge, corporate citizenship and presence.

    The study was conducted online, among 1000 nationally representative affluent audiences from the top metros.

  • Jyoti Malladi appointed head of Ipsos ASI India business

    Jyoti Malladi appointed head of Ipsos ASI India business

    MUMBAI: Jyoti Malladi has been appointed as executive director and head of Ipsos ASI India business with effect from 3 November 2014. She will be based out of Ipsos Mumbai office and will report to Ipsos Research managing director Amit Adarkar.

     

    Malladi, who has more than 15 years of experience in market research, will take over from Shubhranshu Das who moves to head Ipsos MarketQuest India business.

     

    “Ipsos ASI business in India has done remarkably well under Shubhranshu’s leadership. I am sure with his expertise and business acumen, Shubhranshu will help us take Ipsos MarketQuest business to greater heights,” said Adarkar.

     

    Malladi joins Ipsos from Millward Brown where she was working as client services director. She has previously worked with Etisalat DB Telecom, TNS India, IMRB International, NFO-MBL India and B. E. Billimoria & Co.

     

    “Ipsos ASI offers marketers state-of-the-art advertising research, using measures predictive of in-market performance across the various stages of advertising development and implementation. With Jyoti’s extensive experience in brand and communication research, I am sure she will help us grow the Ipsos ASI business in India manifold,” said Adarkar.

     

    “I am delighted to join Ipsos ASI India business which is the largest provider of advertising pre-testing, advertising tracking and brand equity evaluation services in the world. Ipsos ASI offers a full range of advertising research solutions to help clients make the best decisions at all stages of the advertising development process, and to maximize the return on their advertising investment,” said Malladi.

     

    She addes, “Our commitment is to provide superior insights to advertisers to help in the development, evaluation, and improvement of their advertising efforts and to help clients build stronger brands.”