MAM
‘Khiladi 786’ premiere catapults Colors to No. 2
MUMBAI: Events and movie premieres have always helped the Hindi general entertainment channels (GECs) to attract more audiences than they usually do. This time it’s Colors that has gained from this strategy.
Colors had premiered Akshay Kumar-starrer ‘Khiladi 786’ on 23 January that rated a whopping 5.1 TVR for a three-hour run. The first airing of the movie on Indian television not only contributed around 30 GRPs to the channel’s overall week’s collection of 235 GRPs (last week 205) but also propelled it to the No. 2 spot in the Hindi GEC hierarchy.
The other movie premieres this year on Hindi GECs were ‘Son of Sardar’ that recorded 3.9 TVR on Star Plus and ‘Student of the Year’ that registered a TVR of 4.2 on Sony Entertainment Television (Set).
Star Plus continued to maintain its leadership position in the genre, despite the loss of 11 GRPs in the week ended 23 February. As per TAM data (HSM including 5 new LC1 markets, C&S, 4+) sourced from a channel, Star Plus clocked 248 GRPs as few of its shows lost eyeballs. Its recently launched celebrity dancing reality show ‘Nach Baliye’ recorded 2.3 TVR (last week 2.9).
Meanwhile, Zee TV added five GRPs to its last week’s tally but slipped to No.3 position. The channel had launched a new reality show ‘India‘s Best Dramebaaz’ that notched 3.5 TVR.
Incidentally, ‘India’s Best Dramebaaz’ was the highest rated non-fiction show of the week, followed by Nach Baliye.
After ‘Dance India Dance’ and ‘Sa Re Ga Ma Pa’, ‘India’s Best Dramebaaz’ is Zee TV’s homegrown talent hunt show that grooms kids as actors and tests their creativity, spontaneity and acting ability. The other shows of the channel have seen marginal difference in their ratings.
Week 8 of 2013 was good for Set as it added 24 GRPs to collect 188 points in its kitty. The channel had aired its annual Bollywood Award property, ‘Filmfare Awards’ that got a rating of 3.6 TVR for a four-hour run on 17 February, contributing to around 29 GRPs to the channel.
The other award shows that have aired on competing channels so far this year are Zee Cine Awards on Zee TV and Colors Screen Awards on Colors. Both the shows clocked 3.9 TVR in their first airing.
Life OK continues to be at No.5 as it closed the week with 144 GRPs (last week 142), while Sab followed with 138 GRPs (last week 136).
Sahara One with 24 GRPs (last week 26) remained at the bottom of the ladder.
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.
