MAM
eComm players among top 10 television advertisers in BARC week 40
BENGALURU: Quite like their brick and mortar counterparts, eCommerce players in India offer discounts galore during the run-up to Navratra-Duhserra. This year also, the three big payers – Flipkart, Amazon India and Snapdeal ran television campaigns to grab as much of the online rupees as they could during the five or six special days. Flipkart’s sale’s moniker was ‘Big Billion Day 2016, Amazon called it ‘The Great Indian Sale’, while Snapdeal called its offering ‘Unbox Sale’
Note: This paper is on the changes in the pecking order in terms of television ad spots among the top 10 brands, and does not reflect the performance of a particular industry or genre per se.
As per Broadcast Audience Research Council of India (BARC) data top 10 brands *Across Genre : All India (U+R) : 4+ Individuals,for week 39 (24 to 30 September 2016), of the total 164,881 television ad spots shared by the top ten brands, as many as 119,314 (72.4 percent) spots were by the seven FMCG brands that included beauty,oral care and healthcare, food beverages and confectionary;27,390 (16.6 percent) ad spots were booked by two automobile players – Honda and TVS; and 18,177 spots (11 percent) by one eComm player – Snapdeal.
Comparatively, in week 40 (1 October to 7 October 2016), the number of television ad spots by the top 10 brands increased 12.6 percent to 185,593. The break up in week 40 was: 108,088 (58.2 percent) spots by six FMCG brands (down 9.4 percent in terms of absolute numbers); 23,554 ad spots or 12,7 percent were by the sole representative from the auto mobile industry – TVS; and 53,951 (29.1) spots by the three eComm players mentioned above.
In week 39, Patanjali was numero uno with a massive28,949 in terms of spots, which fell 24.7 percent to 21,785 spots in week 40 and brought the brand down to fifth position in the pecking order of ad spots. In week 40, it was healthcare brand Dettol that moved to pole position with 25574 spots. Please refer to Fig A for ad spots for week 39 and 40. Please refer to Fig A below for the top 10 ranks in terms of TV ad spots.
Snapdeal has another mini festival sale in the period between 12 and 14 October, while Amazon has announced 17 to 20 October as the Great IndianFestival days. Ad blitzkrieg’s by these two eComm players are on and data for next few weeks could yet see some interesting movements among the top ten brands in terms of ad spots on television.
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.
