MAM
Videocon’s DIGIWorld dons new brand identity
MUMBAI: DIGIWorld, the retail initiative from the Videocon Group, has unveiled its new brand identity and brand repositioning ‘DW‘.
The new logo is abbreviated identity to DIGIWorld and highlights the growth perspective and the technological advancement with which the brand is flowing.
According to the company, the new theme is universal in its brand appeal and transcends different target audiences. The essence behind this new brand positioning evolves the friendlier, happier communication tone adopted across the stores in India.
The brand campaign is targeted at customers pan India, through a 360 degree media approach that will use mediums like OOH, print and digital.
DIGIWorld COO Jaideep Rathore said, “DIGIWorld is committed to provide the best service in the retail sector. From evolving the change in the existence of the electronic retail chain, DIGIWorld has planned this alteration in logo as well so as to create and maintain brand proposition with the image. Thus, ‘Digital WOW‘ is all about establishing DW as the new identity. The exposition behind DIGIworld‘s logo transformation comes from our constant attempt to listen and respond to the market fluctuation in India and overseas. While DIGIworld has completely adapted the new tagline – ‘Experience. Live. Believe‘, in every sphere of our operating domain, today will mark the beginning of an upheaval for customers of CDIT Products”.
The new logo is in the mix of orange, red and blue. It gives a young, vibrant and fresh appeal to the brand and assures its survival in minds of the customers.
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.
