Dangal TV, Flipkart And Starcom Make Rimjhim Shoppable
Dangal TV, Flipkart and Starcom India have built a content to commerce format around the Hindi drama Rimjhim, weaving products into the storyline and letting viewers shop them from inside the episode.
- Partners: Enterr10 TV Network's Dangal TV, Flipkart, and Starcom India
- Show: Rimjhim, a Hindi drama on Dangal TV
- Categories: fashion, beauty and home products from Flipkart
- Mechanic: products used by characters in the storyline, with shoppable tags during viewing
- Rolled out: 24 August, across YouTube and television
How The Dangal TV And Flipkart Format Works
Fashion, beauty and home products from Flipkart are written into the world of Rimjhim, with characters wearing, using and interacting with them as part of the story rather than in a break. Viewers can then interact with shoppable tags during the viewing experience, moving from noticing a product to exploring it without leaving the episode.
The campaign rolled out on 24 August with several layers of content and visibility built for sustained engagement across YouTube and television. Starcom India shaped the strategic and creative framework with both partners. Rathi Gangappa, chief executive of Starcom India, described the work as combining YouTube's product capabilities with an entertainment ecosystem to move beyond reach and drive measurable business impact.
Why A Hindi Heartland Drama Is The Test Case
Because that is where the audience is least likely to be already shopping on a second screen. Shoppable content in India has mostly been tried on creator video and live commerce, where the viewer already has the app open. Running it on a general entertainment drama tests whether the format works on an audience that came to watch a story, not to buy.
Manish Singhal, managing director at Enterr10 TV Network, said the way audiences consume broadcast entertainment on digital platforms is changing, and with it the opportunity for brands to become part of the content experience. Pratik Arun Shetty, vice president at Flipkart, said contextualising the catalogue inside familiar narratives makes discovery natural, with more than 150 million products behind it. Whether viewers actually tap is the question the next few weeks answer. More industry news.
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