Kyunki is a multigenerational experience that still resonates: JioStar’s Ajit Varghese

With the much-anticipated return of Kyunki Saas Bhi Kabhi Bahu Thi, JioStar is betting on more than just nostalgia; it’s aiming to deliver a flagship, cross-platform property that unites generations and re-establishes appointment viewing at scale.

“This is one of those rare properties that has the potential to bring the entire family together — whether it's grandparents who watched it in its original run, parents who grew up with it, or even younger audiences who’ve heard about it,” says Ajit Varghese, Head of Revenue, Entertainment & International, JioStar, in a conversation with e4m.

The rebooted version of the early 2000s cultural juggernaut will air 7 days a week on Star Plus and JioHotstar. For JioStar, it’s not just a tribute to the past but a strategic bet on legacy IP, designed to resonate in today’s fragmented viewing landscape and create meaningful, multigenerational impact.

“The show definitely carries a strong nostalgia factor. But it’s not just about recreating the past,” said Varghese, adding, “It’s truly a multigenerational experience that reflects Indian family values and cultural nuances.”

That multigenerational appeal is at the heart of JioStar’s strategy. In a world increasingly fragmented by screens and personal devices, Kyunki aims to revive the ritual of family viewing, reminding audiences of a time when evenings revolved around Tulsi and the Virani household, he added.

“The show remains deeply rooted in Indian tradition and ethos, which continues to resonate across age groups. Despite changing viewing habits, there’s still a strong emotional pull for stories centred around family, relationships, and values,” said Varghese.

While the emotional equity is undeniable, JioStar is also positioning Kyunki as a modern-day template for IP monetization. The show will air 7 days a week on Star Plus on JioHotstar, creating a scale-driven opportunity for brands to integrate across platforms.

“This is definitely a flagship property for us. The buzz around it has been phenomenal — it’s easily one of the most sought-after shows in the market right now,” said Varghese. “Our aim is to reach viewers wherever they are, and that means offering the show across platforms.”

With just 13 premium sponsorship slots available on television, the network has already signed on four sponsors and is in advanced discussions with four more.

“We anticipate closing around 10 sponsors by the time we launch the show,” Varghese noted. “There’s interest from FMCG brands, automotive companies, and e-commerce platforms. The advertiser response has been extremely encouraging, given the emotional equity and wide reach of the show,” he said.

Beyond traditional ad spots, JioStar is offering an array of high-impact solutions — from branded integrations on TV such as spotlight frames, promo tags, and logo units, to digital-first ad formats like pause ads, branded content trays, and interactive quizzes.

“Kyunki wasn’t just a cultural phenomenon; it had the power to make the brands associated with it iconic too. That’s what we aim to recreate this time as well — a show that not only delivers scale and engagement but also builds lasting brand equity, ” said Varghese.

Advertisers are taking note. Jignesh Shah, Head of Media and Digital Marketing at AWL Agri Business Limited (Fortune), said, “At Fortune Foods, we believe in being present where real life unfolds — in kitchens, conversations, and communities. As a brand that has been part of Indian homes for over 25 years, we see great opportunity in partnering with the return of an iconic show like Kyunki Saas Bhi Kabhi Bahu Thi — a cultural touchstone that continues to resonate with audiences across generations.”

While nostalgia is the emotional hook, the show’s creative strategy is firmly rooted in present-day relevance. According to JioStar, the idea is not to simply lean into old-school charm but to create content that bridges the gap between generations.

“The strategy is rooted in Kyunki’s unmatched emotional legacy,” the spokesperson said.

“The original show was deeply woven into the daily routines and emotional lives of Indian households. By bringing it back now, we want to reignite that sense of comfort, familiarity, and shared family viewing,” they added.

Tulsi Virani, the matriarch at the heart of the Virani family, will once again anchor the narrative — this time acting as a glue across generations, embodying values that are timeless yet still relevant. “The show is expected to spark intergenerational conversations,” the spokesperson added.

“We’re confident about both viewership and advertiser interest,” said Varghese. “The emotional connect this show enjoys, combined with its legacy, makes it a powerful draw for audiences and brands alike. We’re expecting it to deliver strong numbers and become a cornerstone of our entertainment offering,” he said.