FICCI Frames 2025: JioHotstar, Meta, and Google Highlight AI’s Role in Transforming Storytelling and Brand Engagement

At FICCI Frames 2025, industry leaders JioHotstar, Meta, and Google outlined how artificial intelligence is redefining storytelling, audience engagement, and advertising effectiveness across India’s media ecosystem.

The panel, featuring Bharath Ram, Chief Product Officer, JioHotstar; Shweta Bajpai, Group Director – Finserv, Media, Travel and Services, Meta India; and Siddharth Shekhar, Head of Industry for Tech, Media & Telecom, Google India, discussed the evolving role of AI from content personalization to interactive storytelling and monetization.

Bharath Ram highlighted JioHotstar’s India-built AI capabilities, stating, “The biggest advantage of developing AI solutions in India is the ability to iterate fast, learn fast, and build products rooted in local sensibilities.” He explained that the platform’s extensive content catalogue, ranging from Special Ops and Bigg Boss to festival specials like Janmashtami and Ram Navami, provides a foundation for AI experimentation, helping brands target viewers more accurately. “Our AI allows us to explore the full catalogue, understand what truly captures the viewer’s imagination, and connect brands to audiences more meaningfully,” Ram added.

The discussion also focused on the shift from passive content consumption to interactive participation. “People no longer just want to consume content; they want to be part of it. The future lies in building interactive experiences that let fans express their passion for the shows and characters they love,” Ram noted, pointing to JioHotstar’s plans to increase audience engagement across its entertainment IPs.

Meta and Google emphasized how AI is enabling advertisers to optimize campaigns, measure outcomes, and enhance user experiences. The panel underlined that the next phase of India’s media landscape will rely on AI-driven strategies to integrate content, participation, and advertising effectively, creating measurable value for brands and audiences alike.