MAM
Titan Raga ropes in Alia Bhatt as brand ambassador
Mumbai: Titan Raga has signed Alia Bhatt as its new ambassador. The onboarding of the vibrant actress also marks the launch of the brand’s new TVC campaign ‘Boldly Beautiful’. Conceptualized by Ogilvy, the new TVC campaign is an ode to young Indian women who aspire to break the societal barriers of inhibitions around self-expression and desires.
Raga by Titan, known for its contemporary conversations around gender, celebrates women who embrace their authentic bold self-expression in the new film. With Alia in her naturally vibrant and feisty spirit, the film normalizes spontaneity in typical familial conversations.
The newly-wedded actor is seen as a bride-to-be who is expressing herself uninhibitedly in tune with her raga amidst a typical wedding set-up. Through a light-hearted concept ‘Boldly Beautiful’ encourages consumers to be themselves unapologetically, and establishes Raga as the perfect accessory for these bold and beautiful expressions.
Speaking of this new campaign, Titan marketing head Sirish Chandrashekar said, “We are delighted to have Alia Bhatt on board as Titan Raga’s brand ambassador. Titan Raga symbolises expressiveness. Be it through product design or advertising, the brand always expresses a definitive point of view that resonates with the contemporary young woman. Alia, being bold and expressive herself, is an ideal choice to amplify the brand’s narrative”
On associating with Titan Raga, Alia Bhatt said, “I am thrilled about associating with Titan Raga and look forward to working with this iconic brand. Titan Raga has always expressed a woman’s point of view interestingly. The new campaign seeds a deeper connection through designs that are beautifully expressive and contemporary. I hope to inspire authentic and bold stories of young Indian women with Titan Raga.”
Talking about the TVC, Ogilvy South chief creative officer Puneet Kapoor said, “It is true that you don’t just match brands to your body, but your personality and to your soul. There’s always something about a great brand that goes beyond the beautiful design and functionality and connects deeper within. Titan Raga’s tone and manner has been one such stellar voice that’s always been beautifully bold, unabashed and authentic in expression. This story is an attempt to capture that spirit with our ever-changing, ever-evolving social scenario.”
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.
