The brand states that viewers can shop outfits directly while watching the episode through JioHotstar’s ‘Shop The Look’ feature.
Newme, a gen z–focused fashion-tech brand, has collaborated with JioHotstar on MTV Splitsvilla season 16 to introduce Shop The Look, a contextual commerce experience on the streaming platform.
Returning as the official fashion sponsor of MTV Splitsvilla for the second season, Newme’s association this year moves beyond visibility into technology-led experience innovation. The show offers a natural environment for Newme to activate commerce at the exact moment inspiration occurs, the official statement added.
“Given the strong cultural resonance Splitsvilla enjoys among Gen Z viewers, the show was a natural fit for this initiative. As a brand deeply connected with this generation, we set out to remove that friction. Technology has always been central to how we build NEWME, and this integration allows inspiration and action to exist in the same moment. We’re excited to see how audiences engage with this format and how contextual commerce can evolve the way fashion is discovered in India,” stated Sumit Jasoria, Co-founder and Chief Executive Officer (CEO), Newme.
The brand noted that viewers can shop outfits directly while watching the episode through JioHotstar’s ‘Shop The Look’ feature. Looks worn by female contestants, spanning athleisure, casual wear, date-night styles and party outfits, appear contextually below the viewing screen on the platform. With a single tap on the shop now option, viewers can complete their purchase instantly, without being redirected to any external app, it said.
“This first-of-its-kind experience on an Indian reality show underscores our constant endeavour to push the envelope and introduce newer, more immersive solutions that enable brands to drive deeper engagement, deliver measurable impact, and effectively meet their business objectives,” highlighted Mahesh Shetty, Head, Entertainment Sales, JioStar.
The entire journey, from product discovery to payment and address confirmation, takes place within the JioHotstar interface. Alongside the in-stream shopping experience, Newme will roll out a Splitsvilla-exclusive collection as a part of a licensing association for the show.
Commenting on the development, Bharath Ram, Chief Product Officer – JioStar said, “Shop the Look is a product innovation built around one clear principle: the viewing experience should always come first. Our teams focused on designing a system that feels effortless for viewers, where discovery, decision-making, and checkout happen naturally within the flow of content. While fashion is the starting point, the product has been architected to scale across categories, formats, and future use cases.”
