MAM
Star One’s ‘Figure it out’ co-brands with Talwalkar outlets
MUMBAI: In an attempt to garner new audiences, Star One has decided to get into retail branding. In alliance with Talwalkars gymnasiums nationwide, the channel has co-branded their fitness property Figure It Out. The show is essentially a reality fitness show which has four Mumbaiites trying to shed their weight in a matter of 100 days. The show airs at 7:30 am Mondays to Fridays.
This branding exercise has been undertaken to ensure an off-line supplement to the show allowing for more visibility and curiosity for both the show as well as for the channel.
The viewer hook for Figure It Out a chance to win free gym memberships every day for a month and viewers can participate via SMS through 7827 or by logging on to indya.com.
A special course called ‘Figure It Out course’ that has been modeled on Figure It Out and will be available at all the Talwalkar outlets.
Alongside, the show will also get promoted with the course across Talwalkar gyms and will be associated as the show’s ground partner.
Commenting on this co-branding exercise, Star India senior vice-president marketing and communications Ajay Vidyasagar says,”Fitness is fairly high in the priority list of the young Indian generation. Talwalkars was a great fit primarily because of what the brand stands for and the fact that it is a fairly desirable brand as well. This partnership brings the entire fitness gamut to the forefront and sensitises the consumer to the fitness concept.”
The urban Indian that StarOne is targeting is very upbeat about fitness, and hence this is an endeavour to offer content that would marry their requirements, avers Vidyasagar.
Interestingly, a scroll that went up on 17 March recieved a total of 500 queries the same day.
The broader idea being that if the fitness property on the channel was extended on ground, the popularity levels for the show will definitely witness a spike.
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.
