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Nisha Samson named head of branded content at Outlook; brings luxe, AI, and monetisation magic to the fore
MUMBAI: Veteran media strategist and native advertising powerhouse Nisha Samson has taken on the role of head of branded content (marketing) at Outlook Publishing (India) signalling a new era of luxe narratives and AI-infused marketing playbooks for the legacy media house.
With nearly two decades in the media trenches, Samson isn’t just another content lead — she’s a revenue rainmaker. She previously scaled Condé Nast India’s native advertising arm into an 8-figure Rs business and held editorial reins at brands like MensXP, AskMen India, and Liquid.
At Outlook, she now helms Outlook Luxe, the group’s luxury vertical, where she’s curating high-octane storytelling and on-ground experiences for India’s upscale crowd. Also on the cards: an AI-led initiative with Outlook Business to turbocharge branded content with machine smarts and data-driven insights.
Samson is no stranger to reinvention. From launching the premium coffee table book Maharashtra (gifted to Barack Obama in 2010) to building The K(Now), a newsletter pulling in CEOs, founders, and MDs as loyal readers within just 75 days, her CV reads like a greatest hits of Indian new media.
Her recent gigs include chapter lead at AI Salon, where she catalysed conversations between AI founders and investors, and director of content development at The K(Now), where she crafted habit-forming content for high-level decision-makers.
The former CNBC-TV18 anchor has straddled TV, digital, and print with ease, threading business strategy into editorial elegance. Now, with Outlook’s backing and AI in her toolkit, Samson’s next chapter promises to blend storytelling, scale, and sharp strategy — with a touch of luxe.
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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.
