JioStar has announced a seven-brand sponsorship roster for India Ke Top 1% ahead of the show’s premiere on Star Plus and JioHotstar on September 19. Google Search AI has joined as co-presented by sponsor, while Shree Cement, CoinSwitch, Birla Opus and ORN.com have come on board as co-powered by partners. Denver Perfumes and Avaada have joined as fragrance partner and clean energy partner, respectively.
The new show marks a fundamental evolution in how quiz entertainment is conceived and delivered in India. While conventional quiz shows historically relied on textbook trivia, historical dates and specialised academic knowledge, India Ke Top 1% levels this playing field.
The game tests how contestants observe, adapt and solve every day intuitive problems rather than what they have memorised over the years. Because logic, common sense, and lateral thinking replace rote recall, the show breaks down standard demographic barriers. A ten-year-old child and a sixty-year-old grandparent can sit together and compete on completely equal footing, making the show a multi-generational co-viewing event for Indian households.
Commenting on the show, Mahesh Shetty, Head – Entertainment Sales, TV at JioStar, said, “India Ke Top 1% arrives at a time when audiences are looking for entertainment that is both intellectually stimulating and universally accessible. Today, marketers recognize that simple visibility is no longer sufficient to build enduring brand affinity.
“The inherent novelty of India Ke Top 1% enables us to design rich brand extensions and contextual integrations that go far beyond conventional spot advertising. We are offering our partners an environment where their brand message forms an organic part of the viewing journey, creating lasting recall and measurable business impact,” Shetty said.
The commercial momentum behind India Ke Top 1% also reflects a structural shift in advertising priorities, beyond integrations and awareness. JioStar’s non-fiction slate delivers a complete full-funnel strategy, guiding engaged viewers seamlessly from awareness to action.
Since the format is built around problem-solving and organic curiosity, it creates natural opportunities for brand extensions and in-show integrations that feel authentic to viewers. With its combination of universal accessibility, dynamic family co-viewing, and cutting-edge digital participation, India Ke Top 1% is positioned to set a new benchmark for prime-time non-fiction entertainment in India.
India Ke Top 1% will premiere on Star Plus and JioHotstar, 19th September onwards.
