JioHotstar has introduced an interactive Play Along experience for India Ke Top 1% – The Anil Kapoor Show.
Produced by Banijay Asia and hosted by Anil Kapoor, the show premieres on Star Plus on September 19 at 8 PM.
From Watching to Playing
The format features 100 contestants competing across 13 rounds. The questions focus on logic, common sense, mental agility and observation rather than conventional textbook knowledge.
Each contestant starts with ₹1 lakh. Money linked to incorrect answers moves into a collective prize pot. The pool can rise to ₹1 crore. The model also creates additional digital touchpoints around a television property, potentially extending engagement beyond the broadcast window.
The final question is designed to be answered by only 1% of the country, giving the format its central tension.
Turning Audience Attention Into Participation
JioHotstar extends that proposition beyond television. Through the app, viewers can answer the same questions in real time while watching the show.
Participants can test their reasoning and observation skills and compete for rewards, including smartphones and Smart TVs.
The Play Along feature also introduces a social layer. Families can participate together and challenge each other while following the programme.
For marketers, the strategy reflects the growing convergence of television and digital engagement. Viewers are no longer limited to watching the content. They can actively participate in it.
The Last Word
The next evolution of entertainment marketing may be less about attracting viewers and more about giving them a reason to play, compete and stay involved.