MAM
Star Plus and Sab gain in TAM week 22
MUMBAI: Week 22, TAM ratings. Hindi General Entertainment Channel (GEC) leader Star Plus once again held on to its pole position adding 11 GRPs to increase its total to 249 for the entire week. Sab was the next highest gainer, clipping on an additional 10 GRPs to take its score to 145 GRPs, according to ratings provided by a TV channel.
Colors gained a couple of GRPs and that helped it maintain its no 2 position with 186 GRPs. Zee TV shed eight GRPs to end the week with 176 GRPs. Sony Entertainment was at no 4 as it gained five GRPs to end the week with 154 GRPs. Life OK gained seven GRPs taking its total tally to 137 GRPs.
1 June saw a slew of new reality shows fighting it out to be crowned the best weekend prime time slot turning GECs into a war zone with Zee TV, Sony and Colors launching their reality shows at the 9.00 pm time slot.
There was cut-throat competition among the GECs who spent top dollar in promoting the 
weekend shows. And going by the current week‘s ratings, Zee TV‘s DID Super Moms apparently has won the prime time war bagging a 3 TVR. On the other hand, popular celebrity dance reality show Jhalak Dikhhla Ja (JDJ) registered a 2.4 TVR while Sony‘s all new Indian Idol Junior (IIJ) was at 1.8 TVR.
Numero uno Star Plus‘ chart topper Diya Aur Baati Hum added eyeballs as the show rated 4.1 TVR (3.7 TVR last week). Its long running Yeh Rishta showed an improvement as it ran up a 3.7 TVR (2.8 TVR last week). Pyaar ka Dard another popular series witnessed a jump generating 3.6 TVR (2.9 TVR last week). Fiction series Veera notched up 2.6 TVR (2.1 TVR last week).
The channel‘s new talent hunt-cum-reality show India‘s Dancing Superstar aired its maha Govinda episode and managed to get 1.5 TVR on Saturday and witnessed a fall to 1.6 (2.6 last week) on Sunday.
Colors popular celebrity dance reality show JDJ helped them maintained their position this week (it generated 2.4 TVR on Saturday). Colors leading fiction series witnessed a marginal rise with 2.8 TVR (2.6 TVR last week) and Madhubala inched up to 2.6 TVR (2.3 TVR last week).
Zee TV‘s fictional show Qubool Hai saw a growth to 3 TVR (2.5 TVRlast week), Sapne Suhane Ladakpan Ke saw a slight growth to 2.2 TVR (2.0 last week), PunarVivaah fell to 1.8 (1.9 TVR). What was surprising was the rating that the Hindi feature film ‘Kai po Che‘ got (a 0.8 TVR on 26 May), Sunday. Other fictional shows seem to be shedding viewers if one goes by the fact that Punar Vivaah witnessed a fall taking it to 1.4 TVR (1.8 last week).
Fourth placed, Sony Entertainment‘s long running crime series CID showed a marginal improvement as it registered a 2 TVR (1.8 last week); whereas Crime Patrol witnessed a fall as it registered a 1.4 TVR (1.8 last week). Finally, Comedy Circus showed a drop of 0.1 taking Sony‘s tally to 1.3 TVR (1.4 last week). A new historical show Maharana Pratap notched up to 1.5 TVR (0.7 last week). Other fiction shows either held on to their viewership or dipped marginally during the week.
Sab gained 10 GRPs ending the week with 145 GRPs. Its fiction show Taarak Mehta Ka Ooltah Chashmah continues to be the channel lead with 3.1 TVR (2.8 last week). The show‘s maha special episode included Dharmendra who promoted his movie Yamla Pagla Deewana 2 and added 2.4 TVR to the chart. Wah Wah Kya Baat Hai saw a marginal growth taking it to 0.9 TVR (0.6 last week).
Life OK gained seven GRPs taking it to toll with 137 GRPs (130 last week). Its top series Mahadev continues to lead, with a TVR of 2.4 (1.9 last week). Savdhan India showed a 0.2 improvement taking it to 1.3 TVR (1.1 last week).
Sahara continued to be at the bottom of the heap with 15 GRPs.
Movie channels too witnessed marginal decreases: Zee Cinema stayed stable with 103; Star Gold lost few points and rated at 103 GRPs (110 last week) and Movies OK was at 52 GRPs (56 last week).
MAM
How beverage brands are rethinking marketing strategies for weather-led demand
SLMG Beverages Private Limited joint managing director Paritosh Ladhani.
MUMBAI: As Sun climbs up the hemisphere, summer has clearly arrived in India. On 7th March 2026 Delhi registered a maximum temperature of 35.7 degrees Celsius which is the highest reading logged for the first week of March in the last 50 years. Climate Change has been prolonging summers by causing earlier spring warming, delayed autumn cooling, and more frequent, intense heatwaves that persist for much longer periods.
In an endeavor to stay ahead of the curve, Beverage Brands are shifting from fixed seasonal marketing tactics to weather responsive strategies backed by data-driven insights, flexible campaigns, and diversified portfolios to capitalize on unruly temperature spike. In 2025, India’s beverage market experienced a massive, heat-triggered surge with carbonated drinks and ice cream volumes spiking 20–25 per cent in the March quarter itself on the back of hottest February in 125 years.
Clearly campaign timelines are being advanced to reap the seasonal shift in line with the jumping mercury. In the Indian context where Cricket is nothing short of religion, big ticket tournaments like T20 World Cup, Indian Premier League, ICC Champions Trophy provide plethora of opportunities to calibrate marketing campaign designs and associated business strategies to associate refreshment with community viewing both outdoor and indoors. A new trend that has taken the world by storm is that of booking the theatres for bonhomie viewing. It has also opened avenues for joint marketing initiatives by the Multiplex and Beverage Brands.
Price disrupting small potions and value packs tend to drive significantly higher volumes owing to volumetric flexibility and affordability to the consumers. Ramping up of cold supply chains for transit and at point of sales (POS) are strategic business imperatives that again define success of beverage brands.
In the era of AI and Big Data it is easy to track and calibrate messaging based on daily or weekly weather changes. Geo-targeted digital advertisement campaigns are also being run during heatwaves to make the business and marketing imperative very contextual. These pre-emptive strategies fueled by real time data and technology immensely help beverage brands to adjust supplies to the areas that are likely to generate more demand.
Novelty brings premium to the FMCG Sector and Beverage Brands are no exception. Newer SKUs build up excitement in consumers besides imparting the scope of frequent revitalization of brand marketing campaigns. Ensuring continuum of supply chain across material suppliers, logistics providers, distributors/wholesalers, and retailers become a strategic business strategy imperative for beverage brands during peak season.
Carbonated drinks among other beverages including packaged mineral water sell like hotcakes in summers, a period where holiday season gives big impetus to sales volumes. Tying up with air carriers railways, amusement parks, malls, convention centers for inclusion in the onboard beverage deck also holds a big window of opportunity for brands.
Limited period diversification into special summer categories entailing juices and functional beverages to capture the broader hydration market is also a business cum marketing imperative that beverage brands eye on. This also brings to fore the responsible side of the brand placing the compass on wellness of consumers.
Seasons are cyclic, hence summers are inevitable. Further, due to anthropogenic climate change, summers surely have been staging prolonged appearance that keep bringing beverage brands on to their drawing boards frequently for strategizing business and marketing campaigns that are agile, refreshment-focused, visually dominant in retail, affordable, and optimally promoted through seasonal campaigns in above and below the line media.
