JioHotstar has revolutionized how India engages with tradition by hosting ‘Mahashivratri: The Divine Night’, a groundbreaking 15-hour live event that merged faith, spirituality, and technology on an unprecedented scale.

According to a press release, its drawing over 3.9 crore viewers and amassing 21.8 crore minutes of watch time, the digital spectacle set a new benchmark in immersive cultural storytelling, uniting millions in devotion to Lord Shiva and Goddess Parvati.

The livestream transported audiences into the heart of religious fervor, seamlessly integrating sacred rituals with modern interactivity. With over 10 live concurrent streams, viewers could explore multiple dimensions of devotion, switching between Jyotirlinga aartis, spiritual discourses, cultural performances, and mythological narratives at will.

The event’s multi-stream approach allowed devotees to experience the grandeur of 20+ live aartis, nighttime meditations, and stirring tributes from the comfort of their homes, reinforcing JioHotstar’s role as a leader in shared digital experiences.

The live event featured exclusive feeds from spiritual powerhouses such as the Isha Yoga Centre in Coimbatore and the Art of Living International Centre, where spiritual luminaries Sadhguru and Sri Sri Ravi Shankar delivered profound discourses. The presence of Union Home Minister Amit Shah at the Isha Centre further highlighted the significance of the event. Adding to the immersive experience were soulful musical performances by renowned artists Sona Mohapatra and rapper Narci, alongside grand cultural presentations curated by Isha Foundation and the Art of Living Centre.

JioHotstar’s innovative approach transformed the livestream into a participatory cultural moment, with interactive features such as real-time chants, virtual offerings, live Q&A sessions, and trivia games deepening viewer engagement. Users could personalize their spiritual journey by seamlessly switching between temple feeds, musical performances, and mythological storytelling, making the experience both intimate and expansive.

Reflecting on the event’s massive success, Sanjog Gupta, CEO-Sports at JioStar, stated, “JioHotstar is redefining the paradigm of live-streaming by universalizing access and scaling up shared moments of togetherness. The livestream of Mahashivratri: The Divine Night proved that technology can elevate our collective and deeply personal experience of faith by making it more immersive. We feel blessed to have elevated this sacred occasion for millions, and this is just the beginning. As we push the boundaries of live experiences across faith, culture, sports, and entertainment, JioHotstar remains committed to ensuring audiences don’t just watch, but truly live moments of shared emotions.”

The event also unlocked new avenues for brands looking to engage audiences through live cultural experiences. JK Super Cement, Country Delight, Nirma Advanced Detergent, and Hamilton Sciences (Brand: Denver) capitalized on context-driven ad formats and sponsorship integrations, highlighting the high-impact potential of live-streamed cultural events.

By seamlessly blending tradition with cutting-edge technology, JioHotstar has set a new precedent for digital-first cultural celebrations, proving that when faith and innovation come together, the possibilities are limitless.