JioStar has introduced MegaBlast, a single-day advertising format aimed at delivering high-impact visibility across both television and digital platforms. Positioned as India’s largest one-day ad takeover, the offering claims a reach of 365 million viewers and more than 4.5 billion ad views within 24 hours.
The campaign runs across 84 TV channels and the JioHotstar platform in 10 languages, targeting both urban and rural audiences. According to the company, viewers can see an average of 13 exposures in a day, with an ad every six seconds.
“MegaBlast is a response to what brands have been asking for the ability to dominate attention, not just buy media. Today’s marketers want impact they can measure and moments that move the needle. With MegaBlast, we have brought together two of the most powerful platforms, television and digital, to deliver unmatched visibility, reach and efficiency, all in one day,” said Ajit Varghese, Head of Revenue – Entertainment & International, JioStar.
Designed for launches, festive pushes, and brand milestones, MegaBlast integrates formats like Brand Bridge, Spotlight Frames, Pause Ads, Stings, and Mega Spots into marquee shows and high-viewership content. At under one paisa per view, the company positions it as a cost-efficient solution for mass brand visibility.
By merging television’s reach with digital’s targeting, JioStar aims to offer marketers what it calls a measurable and high-frequency advertising burst in a condensed timeframe.
However, while MegaBlast promises unparalleled reach, it raises concerns about the potential for ad fatigue. With the frequency of exposure so high, especially with ads shown every six seconds, there’s a risk of overwhelming audiences, potentially leading to diminished effectiveness. Overexposure in such a condensed period could result in viewers tuning out, reducing the long-term impact of the campaign.