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 feature that allows viewers to purchase outfits directly while watching the show on the streaming platform.
Returning as the official fashion sponsor of MTV Splitsvilla for the second consecutive season, NEWME’s association this year moves beyond brand placement to technology-led commerce integration. With Splitsvilla continuing to influence youth fashion trends, the show offers a high-engagement environment for real-time fashion discovery and purchase.
For the first time on an Indian reality show with an Indian fashion brand, viewers can shop outfits directly while watching the episode through JioHotstar’s ‘Shop The Look’ feature. As Splitsvilla streams on the JioHotstar app, looks worn by female contestants—across athleisure, casual wear, date-night styles and party outfits—appear contextually below the viewing screen. With a single tap on the ‘Shop Now’ option, viewers can complete their purchase instantly, without being redirected to any external app.
The entire journey—from product discovery to payment and address confirmation—takes place within the JioHotstar interface. The integration enables real-time commerce during content consumption, allowing users to move from inspiration to transaction without interrupting the viewing experience.
Commenting on the launch, Sumit Jasoria, Co-founder & CEO, NEWME, said, “Gen Z is wired for action—whether it’s content, travel, or everyday choices. Shopping is no exception. We noticed a clear gap between the fashion young audiences see on screen and the effort it takes to actually find and buy those looks—screenshots, multiple apps, endless searches.
He further 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.”
Mahesh Shetty, Head – Entertainment Sales, JioStar, said, “Splitsvilla has always reflected how young India thinks, dresses, and expresses itself. We are delighted to have NEWME onboard for the second time as the brand that shares the same DNA as us. The ‘Shop the Look’ integration feels like a natural extension of how audiences engage with the show today, allowing fashion inspiration to move seamlessly from screen to action.”
He added, “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. Unlike conventional display formats, ‘Shop the Look’ is natively embedded within the viewing journey and is driven by clean user intent and contextual relevance, ensuring brand presence feels organic, resulting in stronger engagement and positive brand sentiment.”
Alongside the in-stream shopping experience, NEWME will launch a Splitsvilla-exclusive collection as part of a licensing association for the show. The collection will be released progressively alongside episodes and draws inspiration from fashion moments on the show while aligning with Gen Z’s trend-forward style preferences.
As part of the association, viewers shopping through the JioHotstar ‘Shop Now’ feature will receive special launch discounts and free delivery, encouraging immediate purchases directly from within the content interface.
With this collaboration, NEWME continues to build media and commerce integrations around youth content platforms, reflecting broader shifts in how brands are approaching discovery-led retail among younger consumers.
