MAM
Bright sparks ad buzz with Diwali-ready 360 degree festive campaigns
MUMBAI: When the diyas go up, so do the billboards and Bright Outdoor Media Limited is making sure this Diwali is as dazzling on the streets as it is at home. With a 360° marketing push, the company is rolling out a festive firecracker of campaigns designed to help brands shine brighter during India’s biggest shopping and celebration season.
At the heart of Bright’s strategy is its network of 50 plus large-format digital LED screens across Mumbai, built to deliver high-impact motion-led campaigns that can’t be missed. Tailored festive pricing ensures that brands maximise their visibility just when consumer sentiment peaks.
Static billboards, meanwhile, are being deployed across Tier II and Tier III cities, where festive rushes make premium locations ripe for recall. And with Diwali weekends packed with blockbuster films, Bright is also leveraging cinema screens both multiplexes and single screens to deepen brand resonance with family audiences.
The festive footprint extends further with transit media from bus wraps and metro services to cab branding ensuring brand messages follow consumers on their shopping and travel routes. On the digital front, Bright is sharpening its OTT advertising solutions, keeping pace with surging festive streaming habits.
But the strategy isn’t limited to conventional placements. Bright is curating real-world experiences, from a Real Estate Expo in Borivali to an awards night for the Gujarati and Marwari business community, giving brands direct access to niche yet influential audiences. The company is also acting as official outdoor partner for Navratri and cultural festivals, doubling down on community-centric visibility.
Even print retains its spotlight, with Bright offering industry-specific campaigns across leading publications where credibility and clarity still cut through festive clutter. Add to this a robust celebrity and influencer network, and Bright ensures festive ads don’t just reach audiences, they stick.
“Diwali is more than a festival, it’s a time of connection, celebration, and joy,” said Bright Outdoor Media CMD Yogesh Lakhani. “Our 360° framework combines traditional and digital platforms with creativity and precision to ensure campaigns don’t just reach, they resonate.”
From store launches and product unveilings to film promotions, Bright’s media professionals are turning festive season into a brand showcase, one LED, billboard, bus, reel, and reel star at a time.
MAM
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.
