JioStar Entertainment has released the latest episode of ‘The Collective’, its flagship conversation-led platform designed to bridge the gap between advertising and entertainment. The new episode provides an in-depth analysis of why television remains a decisive force in building enduring brands, even as digital media fragmentation continues to accelerate.
Moderated by renowned journalist and producer Anuradha Sengupta, the episode convenes four of India’s most respected creative visionaries to discuss the strategic importance of TV in the current marketing landscape.
The discussion features a high-profile lineup of industry veterans, bringing decades of strategic and creative expertise to the table:
- KV Sridhar (Pops): Global Chief Creative Officer at Nihilent Limited and Hypercollective.
- Rahul Mathew: Chief Creative Officer, DDB Mudra Group.
- PG Aditya: Co-founder and Chief Creative Officer, Talented.
- Josy Paul: Chairman and Chief Creative Officer, BBDO India.
While digital platforms have grown exponentially, the panel reinforces the position of television as the bedrock of effective brand-building. The experts argue that TV offers an unmatched reach and a level of trust that newer formats struggle to replicate.
According to the creative leaders, television is uniquely capable of:
- Creating Shared Moments: Delivering cultural impacts that cut across various demographics simultaneously.
- Emotional Storytelling: Driving credibility through immersive narratives in a clutter-free environment.
- Building Long-Term Equity: Establishing a brand’s presence in the consumer’s mind with high-impact visuals and sound.
A key takeaway from the episode is the exploration of television’s role across the entire marketing funnel. Contrary to the belief that TV is only for top-of-funnel awareness, the panelists highlighted its influence on:
| Funnel Stage | TV’s Impact |
| Awareness | Massive reach and immediate brand recognition. |
| Consideration | Building trust and emotional connection. |
| Search & Engagement | Driving “second-screen” behavior (searching for products after seeing an ad). |
| Conversions | Influencing purchase decisions at scale through repeated exposure. |
The episode concludes that TV and digital are not mutually exclusive. Instead, television is uniquely placed to complement newer media formats within an integrated strategy. By providing scale and credibility, TV acts as a catalyst that enhances the effectiveness of digital engagement and search performance.
‘The Collective’ continues to serve as a vital series for leaders in advertising, marketing, and entertainment, aiming to challenge industry conventions and reaffirm the power of storytelling in driving real-world business impact.
Key Highlights:
- JioStar’s New Episode: The latest installment of ‘The Collective’ features a deep dive into the continued relevance of television for brand building in a fragmented media world.
- Industry Expert Panel: Moderated by Anuradha Sengupta, the episode features insights from creative giants KV Sridhar, Rahul Mathew, PG Aditya, and Josy Paul.
- Full-Funnel Influence: The discussion highlights that TV isn’t just for awareness; it effectively drives trust, search, and conversions, serving as the foundation of the marketing funnel.
- Strategic Integration: The experts emphasize that while digital platforms are rising, television remains the primary tool for scale and cultural impact, working best when integrated with newer media.