Omnicom Media India has partnered with JioStar and Whisper World to launch a unified in-content ads programme across linear television, OTT and connected TV, with Nivea India as the first brand. The campaign for Beiersdorf’s Nivea brand places brand messaging into gaps between scenes rather than between shows. The placements ran inside daily soaps and general entertainment programming across Star Plus, Colors, Star Pravah, Star Jalsha, Star Vijay, Star Maa, Asianet and Colors Kannada, with a 15-second solus slot split into two insertions of seven and eight seconds apiece inside 22-minute episodes. The same content ran on JioHotstar across subscription and ad-supported tiers on mobile and connected TV. The technology uses Whisper’s in-content ad tools, built through its joint venture with Palo Alto-based Rembrand, layered atop audience intelligence from Omnicom’s Acxiom TV segments. Measurement covers reach, frequency, GRP and opportunity-to-see metrics, with brand lift studies planned. Omnicom and JioStar plan to roll the format out across more Beiersdorf brands and JioStar’s catalogue, with SVOD and connected TV getting first priority.