MAM
Star Plus, Sony gain, Zee skids
MUMBAI: The top two Hindi general entertainment channels (GEC) – Star Plus and Sony entertainment channel (Set), which saw a dip in the GRPs (gross rating points) last week, has once again seen an increase in the ratings.
As per TAM data for week ended 12 November (HSM, C&S, 4+), Star Plus recorded 314 GRPs (last week 310), while Set closed the week with 269 GRPs (last week 260).
Colors, the number three GEC remained stable with 234 GRPs (last week 235), while Zee TV which was the only channel that saw a rise in GRPs last week lost eyeballs and closed the week with 161 GRPs (last week 175).
KBC closed with 5.84 TVR while Balika Vadhu took back its no. 2 position with 6.08 TVR. Star Plus‘ Saath Nibhana… still leads the rating list with 6.13 TVR.
Meanwhile, Sab with 115 GRPs (last week 124) and Imagine TV with 78 GRPs (last week 71) followed next.
Star One with 45 GRPs (last week 47 GRPs) became the next in the list.
Sahara One adds two more points to its last GRPs list and registered 40 GRPs (last week 38). Its show Jai Jai Jai Bajrang Bali recorded a 1 TVR.
MAM
Kelvinator launches ‘Summer Paused’ AC activation in Mumbai
Three day Carter Road stunt targets Gen Z with interactive cooling experience
MUMBAI: Mumbai’s heatwave met its match and briefly, even time seemed to freeze. Kelvinator has rolled out an on-ground activation titled ‘Summer Paused’ at Carter Road Promenade, turning a busy seaside stretch into a surreal, snow-dusted spectacle to spotlight its heavy-duty air conditioners. At the heart of the installation is a live performer suspended mid-motion, staged as a “frozen” figure amid artificial snow and icy backdrops. The visual contrast chilled theatrics against Mumbai’s peak summer does the heavy lifting, translating a product promise into something passers-by can literally see and feel.
The objective is clear: cut through seasonal advertising clutter and make cooling tangible. Rather than leaning on traditional messaging, the brand is betting on experiential storytelling to drive recall and social media traction.
The three-day activation is designed to be more than a static display. Interactive formats such as ‘Break the Freeze’, ‘Brain Freeze’, and ‘The Staredown’ invite visitors to engage directly, nudging them from spectators to participants. An Instagram-led mechanic further amplifies the effort, encouraging user-generated content and extending the campaign’s reach beyond its physical footprint.
The choice of location and format signals a sharp focus on younger, digital-first audiences Gen Z and millennials who frequent high-footfall urban hotspots and are more likely to share immersive experiences online.
Behind the theatrics sits a broader product push. Kelvinator’s latest AC range is positioned around smart technology, energy efficiency, and durability, tailored to increasingly unpredictable and intense Indian summers. But instead of listing features, the campaign opts to dramatise the outcome: cooling so effective, it can “pause” summer itself.
In a category where every brand promises relief, Kelvinator is trying to make that promise visible, one frozen moment at a time.
