MAM
‘Get Out There’ gets Gold EFFIE for Royal Caribbean
Royal Caribbean International has received the New York American Marketing Association’s Gold EFFIE Award for its “Get Out There” advertising and marketing campaign – widely considered to be the top advertising effectiveness award within the US’ advertising and marketing circles.
Royal Caribbean’s “Get Out There” campaign, created by ad agency Arnold Worldwide, which highlights the active and involved vacation experience guests can have on a RC cruise, was launched to generate increased demand for Royal Caribbean vacations during a time of unprecedented growth within the company and the cruise industry itself.
The campaign, that includes print, television, radio, website, and Internet marketing, is credited with successfully targeting a consumer mindset and significantly increasing brand preference and web traffic, as well as driving strong financial results for Royal Caribbean.
Royal Caribbean launched the “Get Out There” campaign in 2000, positioning the brand as an adventurous and active vacation experience. Its television commercials depict people swimming with stingrays in the Caribbean, hiking on glaciers in Alaska, and ascending rock-climbing walls, rollerblading, and ice skating on board their ships. The commercials direct people to the Royal Caribbean website, where they can experience a virtual cruise, including parasailing, sea kayaking and dogsledding.
Presented annually since 1968, the EFFIE Awards are the only awards of their kind to recognise the year’s most effective advertising and marketing campaigns that meet and exceed the business objectives they were designed to achieve. Over 300 of America’s top advertising and marketing executives review the campaigns submitted for award consideration in two rounds of judging, and select gold, silver and bronze winners in over 40 categories. Royal Caribbean’s Gold EFFIE Award was presented in the Travel/ Tourism/ Destinations category, which covers cruises, hotels, resorts, amusement parks, recreational activity and travel tours.
Winning campaigns need to combine all the disciplines that enter a successful marketing programme: planning, market research, media, creative and account management. EFFIE winners also demonstrate a partnership between agency and client in creation, management, and building of a brand. EFFIE Award competitions are held in the United States and 20 countries throughout Europe, Latin America and the Asia-Pacific rim. EFFIE stands for ‘effectiveness in advertising’.
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.
