MAM
Sab back at No. four; beats Sony and Life OK
MUMBAI: The war for ‘the best among the rest’ continues even as the top three positions see no change in week 34 of TAM TV ratings. Sab, a sister channel of Sony Entertainment Television is back on the number four spot with 295,176 GVTs (293,433).
As reported earlier by indiantelevision.com, Sab EVP and business head Anooj Kapoor had said that before digitalisation happened the channel couldn‘t place itself where top three or four GECs could. However, now the channel falls in the GEC cluster and its sampling is bound to only soar up.
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In week 34, all the Hindi GECs have witnessed a drop in ratings. While Star Plus retains its number one position even after losing 19,495 TVTs taking its tally to 470,197 GVTs (489,692). Colors shed 20,741 TVTs and reported 435,673 GVTs (456,414), still maintaining its number two position.
Zee TV lost 37,821 TVTs and scored 377,685 GVTs (415,506), holding the number three spot. Life OK surpassed Sony and reported 293,188 GVTs (303,478), whereas on the other hand coming in at number six – Sony generated 292,684 GVTs (349,377).
Coming back to the leader Star Plus, Diya aur Baati Hum saw a fall in its ratings and rated 9,483 TVTs (11,166). Another prime time show, Yeh Rishta Kya Kehlata Hai saw a slight fall in its reach taking its score to 7,124 TVTs (7,284). Pyar Ka Dard Hai reported 6,482 TVTs (6,503) and Saathiya registered 5,374 TVTs (5,949). New reality show Junior Master Chef witnessed a huge fall and rated 2,804 TVTs (4,277).
Colors‘ popular celebrity dance reality show Jhalak Dikhhla Jaa is on the winning side this week when it generated 6,869 TVTs (5,826) on Saturday and lost its ratings 5,540 TVTs (5,047) on Sunday. Long running fiction series Balika Vadhu registered 6,294 TVTs (6,276),Madhubala – Ek Ishq Ek Junoon rated 4,646 TVTs (4,304) and Uttaran scored 4,736 TVTs (4,839). The comedy show Comedy Nights with Kapil saw a marginal rise and generated 6,988 TVTs (6,847).
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Zee TV‘s reality dance show DID Super Moms rated 5,664 TVTs (5,893) on Saturday and notched up 5,635 TVTs (5,498) on a Sunday. Its fictional offering Do Dil Bandhe Ek Dori Senoticed 4,435 TVTs (5,341). Its Qubool Hai scored 6,618 TVTs (7,435). Pavitra Rishtagenerated 4,990 TVTs (4,959). The historical show Jodha Akbar observed a drop scoring 5,896 TVTs (6,011).
Fourth placed, Sab‘s fiction show Taarak Mehta Ka Ooltah Chashmah continues to be the channel leader with 7,048 TVTs (7,070). Chidiya Ghar lost its audiences and scored 3,069 TVTs (3,262). Lapataganj reported 2,318 TVTs (1,941). Other fictional shows witnessed marginal rise and fall as well.
Fifth placed, Life OK’s top series Mahadev rated 3,020 TVTs (3,426). Do Dil Ek Jaan stood at 1,554 TVTs (1,721), Savdhan India rated 2,526 TVTs (2,653), whereas Shapath generated 3,330 TVTs (3,352) and the new entrant Gustakh Dil rated 1,238 TVTs (1,624).
Sixth placed, Sony’s long running crime series CID scored 5,061 TVTs (5,210) and Crime Petrol saw a slight fall when it rated 3,500 TVTs (3,815). On the other hand, Comedy Circus ke Ajoobe Mahabali witnessed a rise 3,071 TVTs (2,482). The channel‘s historical showMaharana Pratap managed to remain close to its last week‘s ratings, generating 3,068 TVTs (3,028). Other fiction shows either held on to their viewership or dipped marginally during the week. Sony‘s Indian Idol Junior had a good viewership on Saturday and reported 4,064 TVTs (4,529) while it reported 4,617 TVTs (4,279) on Sunday.
Sahara One continues to remain in the bottom scoring 30,527 TVTs (34,398).
In the movie channel‘s genre: Zee Cinema saw a fall, reporting 248,031 GVTs (252,322); Star Gold witnessed a fall with 207,543 GVTs (215,873) and Movies OK rated 131,215 GVTs (137,781). On the other hand, Max witnessed a rise with 218,449 GVTs (213,437).
Let’s wait and watch, how the GECs fare in the coming weeks!
MAM
Boost Milkshake launches ‘The New Secret of Mahi Energy’ campaign with MS Dhoni
VML India crafts energetic tribute linking cricketing icon’s legacy to Gen Z fans.
MUMBAI: Boost Milkshake has found a fresh way to charge up its brand by plugging straight into the unbeatable energy of Mahendra Singh Dhoni and his millions of passionate fans. VML India has created an electrifying new campaign for Boost Milkshake titled ‘The New Secret of Mahi Energy’. The multi-channel, social-first campaign celebrates Dhoni’s enduring legacy of excellence, resilience, and drive, while cleverly positioning the ready-to-drink milkshake as the secret fuel behind “Thala’s” iconic Number 7 energy.
Designed specifically for Gen Z’s digital habits and love for authentic, shareable experiences, the month-long campaign blends cultural insight with high-impact creative execution. It features captivating out-of-home activations in Mumbai, Chennai and Guwahati, along with strong social-first initiatives amplified by authentic Dhoni fan pages and influencers, including superfan Saravanan Hari.
VML India managing partner for North Jaibeer Ahmad said, “Boost has always stood for the energy that fuels belief. Today, energy is not just physical, it’s emotional, collective, and contagious. Boost Milkshake taps into this new-age energy, fuelling the passion of a billion fans who power every moment of greatness.”
VML India, senior VP and executive creative directors Nakul Sharma and Tirtha Ghosh added, “MS Dhoni isn’t just a player in India, he’s a phenomenon. We turned fandom from a passive emotion into an active source of energy. The same energy that powers Mahi also lives within his fans.”
Hindustan Unilever Limited (HUL) head of brand building for lifestyle nutrition Shailee Chatrath Tyagi noted, “Boost is the OG of cricket culture. With the national launch of Boost Milkshake in ready-to-drink format, ‘The New Secret of Mahi Energy’ is a befitting tribute to the eternal equation of Mahi and his million fans.”
Timed perfectly with the ongoing IPL season, the campaign reinforces Boost Milkshake’s connection with a new generation while celebrating Dhoni’s legendary status as he once again dons the iconic Number 7 jersey.
In a country where cricket runs on emotion as much as skill, Boost has smartly shifted the narrative, the real secret of Mahi’s energy isn’t just inside the champion, it’s also inside the millions of fans cheering him on. And now, there’s a tasty milkshake to power that collective belief.
