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Launching with NEWME as its first partner and debuting on the latest season of MTV Splitsvilla, Shop the Look lets viewers explore and purchase products featured on screen instantly.
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A dedicated shopping layer appears as you watch, letting you browse curated styles, choose what you like, and complete payment — all without skipping a scene or leaving the app.
“This is about making discovery and purchase effortless, without interrupting the content experience,” said Bharath Ram, Chief Product Officer, JioStar.
Fashion first, expansion next
Though fashion is leading the charge, JioHotstar has designed Shop the Look as a modular, scalable product, primed to expand into beauty, accessories, food, and groceries.
“While fashion is the starting point, the product has been architected to scale across categories, formats, and future use cases. This is a foundational step in how we imagine the possibilities of streaming, not just as a place to watch, but as a platform that responds intelligently to audience intent,” Ram said.The idea: embed commerce where it feels natural, let audiences engage on their terms, and keep content front and center.
For brands, the opportunity is clear: meet viewers at the exact moment they’re most inspired, without breaking the story.
For audiences, it’s a new way to interact with content, discover products they love, and buy instantly — no context-switching, no extra tabs, no friction.
Riding India’s creator-commerce boom
JioHotstar reaches 450 million users a month and offers over 300,000 hours of content in 19 languages, a scale that positions it to experiment with shopping directly through the platform.
Its catalog spans movies, originals, live sports, live events, anime, kids’ content, and over 100 TV channels, making it fertile ground for the next wave of content-driven commerce.
But this new move isn’t happening in a vacuum.
India is deep into a creator-led commerce boom, where friends, peers, and favorite personalities increasingly shape buying decisions.
According to a BCG report, India has 2–2.5 million monetised creators influencing over 30% of shoppers and $350–400 billion of consumer spending annually.
The launch of Shop the Look on the latest season of MTV Splitsvilla is no coincidence.
Splitsvilla has long been a hotspot for content creators, influencers, and aspirational talent, making it an ideal testing ground for content-driven commerce.
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Several former contestants from last season have amassed massive followings, with the top participants boasting around 1.5 million followers each.
Fans don’t just watch, they follow the participants on social media, emulate their style, and engage beyond the show.
By embedding Shop the Look into Splitsvilla, JioHotstar taps directly into this creator ecosystem.
Meanwhile, India’s creator economy is projected to exceed $1 trillion by 2030, unlocking $100–125 billion in value for platforms, brands, and creators.
By integrating Shop the Look into shows like Splitsvilla, JioHotstar turns streaming into a live commerce engine, giving fans the chance to act on their inspiration instantly while providing creators and brands a direct channel to engage audiences.
