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BE Viacom18 gets John Abraham to promote Arunachal tourism
MUMBAI: Viacom18 CEO Sudhanshu Vats knows a good business opportunity when he sees one. From films, televisions, merchandising, events, start-ups to brand building, Viacom18 has expanded itself to several businesses.
Armed with these many touch-point media and brand solutions arms that Viacom18 boasts of, Vats now plans to fill a demand-supply gap in the country’s public sector when it comes to media management.
First step to this goal is BE Viacom18 becoming the media partner for Arunachal Pradesh’s Department of Tourism through its first PPP (public-private partnership) model. And, what’s more, popular Hindi film star John Abraham has been roped in to be the brand ambassador for the project.
BE Viacom is the brand solutions subsidiary of INS, which already takes credit for introducing Chinese technology brand Vivo into the Indian market.
“Arunachal Pradesh is a traveller’s paradise and a land of untold tales. In John we have a celebrity who shares our enthusiasm of weaving the stories of the mystical land into a single narrative of ‘Must See, Must Experience’ Arunachal Pradesh tourism. After all, a journey is best when it is entertaining,” Vats said at a press conference here on Tuesday.
Excited about representing Arunachal Pradesh tourism, Abraham said, “I am honored to have been chosen to promote the tourism of Arunachal Pradesh. I have always been fascinated with North East India: each state has its unique beauty, history and culture. It’s a state rich with culture, mysticism, great people and stunning views. When I’m there, all I need is some music, my boots to walk around and a mind free from all worries to be able to embrace the mesmerizing beauty of Arunachal Pradesh.”
According to Arunachal Pradesh Tourism Secretary Joram Beds, since the focus this year was boosting tourism sector, they needed like-minded partners.
“We found such a partner in Viacom18 who have helped us get John Abraham, a superstar, an adventurer and a great human being on board. John has played a pivotal role in promoting North East India, primarily by putting NEUFC (Indian football league where Abraham owns the football team comprising players from N-E) on the map of sports. We believe our association with him will strengthen our purpose of putting out our state as a prominent tourist destination,” the government official added.
One of the unexplored lands of the country, Arunachal Pradesh can be best described as India’s mystical land. The largest state of the North-East region, or Seven Sisters as the states are known as, Arunachal with the least population density claims to be the perfect detox from a bustling city life.
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Ajio launches Dhurandhar merchandise collection with Jio Studios
Limited edition range inspired by the film starts at Rs 349 on Ajio.
MUMBAI: When cinema meets the wardrobe, fandom doesn’t just stay on the screen, it walks out onto the street. Ajio, India’s fashion e-commerce platform, has launched an exclusive merchandise collection inspired by the spy-action film Dhurandhar, extending the film’s bold on-screen personality into everyday fashion.
The limited-edition range has been created in collaboration with Jio Studios and features graphic driven apparel and statement silhouettes that draw directly from the film’s high-energy aesthetic and characters.
Designed to appeal to both movie fans and style conscious shoppers, the collection translates the cinematic swagger of Dhurandhar into wearable fashion pieces starting at Rs 349.
The collection includes graphic T-shirts featuring iconic movie quotes, signature tees inspired by actor Ranveer Singh and limited-edition signed Pathani outfits that echo the larger-than-life style associated with the film’s characters.
Also part of the line-up is a collection inspired by Sara Arjun, translating her on-screen styling into contemporary silhouettes designed to appeal to younger audiences and fashion forward fans.
With bold typography, statement graphics and confident tailoring, the range blends cinematic storytelling with streetwear aesthetics, turning the film’s cultural energy into a fashion statement.
The collaboration reflects Ajio’s growing strategy of using fashion collaborations to tap into pop culture moments and entertainment properties.
By bringing elements of popular films into apparel, the platform allows audiences to move beyond simply watching a film and instead wear their fandom, making cinema part of everyday style.
Produced by Jio Studios and B62 Studios, Dhurandhar has emerged as one of the most talked-about action thrillers in recent times, known for its high-octane storytelling and larger-than-life characters.
The film, written and directed by Aditya Dhar, is also set to expand into a franchise, with the sequel “Dhurandhar: The Revenge” scheduled to release in theatres worldwide on March 19, 2026.
By launching the merchandise collection ahead of the sequel, Ajio and the film’s producers are extending the film’s universe into fashion, giving fans another way to connect with the story and its characters.
The Dhurandhar merchandise collection is now available exclusively on Ajio, bringing cinematic attitude, bold graphics and spy-thriller swagger straight into the wardrobes of fans.
