NEWME, India’s Gen Z–focused fashion-tech brand, has collaborated with JioHotstar on MTV Splitsvilla Season 16 to introduce ‘Shop The Look’— First-of-its-Kind contextual commerce experience on the streaming platform, redefining how audiences engage with fashion while consuming content.

Returning as the official fashion sponsor of MTV Splitsvilla for the second consecutive season, NEWME’s association this year moves beyond visibility into technology-led experience innovation. With Splitsvilla continuing to shape youth culture and fashion conversations in India, the show offers a natural environment for NEWME to activate commerce at the exact moment inspiration occurs.

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—spanning 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 allows viewers to make purchases in real time, transforming fashion discovery into an uninterrupted, in-the-moment experience. This is a first-ever integration enabling a seamless user journey across the entire funnel - from awareness to conversion. 

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.”

“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,” said Mahesh Shetty, Head – Entertainment Sales, JioStar.

“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,” he added.

Alongside the in-stream shopping experience, NEWME will launch a Splitsvilla-exclusive collection as a part of a licensing association for the show. Released progressively alongside episodes, the collection draws inspiration from the show’s fashion moments while staying true to Gen Z’s bold, trend-forward and expressive style preferences.

As part of the association, viewers shopping through the JioHotstar ‘Shop Now’ feature will receive special launch discounts and free delivery, further encouraging instant, seamless purchases directly from the content.

With this collaboration, NEWME continues to strengthen its position as a brand shaped by Gen Z behaviour rather than traditional marketing playbooks. By meeting young consumers where they already are—inside the content they love—NEWME is steadily emerging as a voice that understands how this generation watches, shops and expresses itself, redefining the intersection of culture, content and commerce in a short span of time.