MAM
WPP, AwesomenessTV & Verizon invest in Hispanic digital network Mitu
MUMBAI: Mitú – an online Hispanic-focused digital content creator and media company catering to young Latino audiences in the US and Latin America – has raised a sum of $27 million from WPP Digital, DreamWorks Animation’s AwesomenessTV and Verizon Ventures in a round of Series C funding.
With this the company’s total funding till date is now $43 million. The company’s existing investor Upfront Ventures also participated in this fresh round.
Mitú’s clients include America Movil, Kia, MillerCoors, NBCUniversal and Procter & Gamble. Mitú was founded in 2012 and is based in Santa Monica with offices in Mexico and Colombia. It employs around 120 people.
Mitú creates and distributes original content as well as producing branded entertainment on behalf of its clients. Mitú’s technology enables it to efficiently analyze its Latino audience’s consumption of content across social media, thus providing it with a feedback loop for the company to continually create viral content. Mitú has over two billion global monthly views across all platforms in the US, as well as Mexico, Brazil and other Latin American countries.
WPP Digital’s minority interest acquisition in Mitú, continues WPP’s strategy of investing in regions and sectors such as digital.
Mitú founder and CEO Roy Burstin said, “Latinos represent 24 per cent of millennials in the US. That’s why we think of this demo not as a niche but as a part of the mainstream. Mitú’s content brings a distinct point of view that appeals broadly to young, mobile audiences. Brands want to reach these young consumers but accessing them through traditional channels has proved elusive. Mitú has reach where others have struggled.”
WPP chief digital officer Scott Spirit added, “This investment fits perfectly with WPP’s strategy of investing in digital, content and fast-growth markets, such as countries in Latin America, and demographics, such as US Hispanic youth. Clients are trying to reach audiences where they organically spend their time. With young audiences, you need to reach them online and this investment in Mitú is a great vehicle for clients of WPP companies to accomplish that.”
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.
