Raipur-based smart television brand Starshine TV has signed actor Vicky Kaushal as its brand ambassador and unveiled its first major national advertising campaign, as it looks to strengthen its presence in India’s growing connected TV market.
Conceptualised and produced by Mumbai-based advertising agency Oberoi IBC, the campaign positions Starshine TV around three key propositions — product quality, smart features and affordability.
The launch comes amid continued growth in India’s connected television segment. According to the FICCI-EY Media Report 2026, the number of active connected TVs in the country increased from 30 million in 2024 to 40 million in 2025.
Commenting on the campaign, Vijay Singh, director at Oberoi IBC, said the expansion of the smart TV category reflects changing content consumption habits in India. He added that Starshine’s pricing and product quality could help the brand carve out a position in the competitive television market.
Singh also highlighted the brand’s Indian origins and national ambitions, saying Kaushal’s mass appeal and credibility would support its efforts to build consumer recognition.
Starshine TV is targeting a 5% share of the television market over the next four years.
Oberoi IBC has previously worked with brands such as Flair Pens, Priya Gold Biscuits, Goldiee Masale and Zed Black Agarbatti.
