~ Enterr10’s Dangal TV and Flipkart, steered by Starcom, turn Rimjhim into a screen-to-cart play for the Hindi heartland ~
Mumbai, September 2026: Enterr10 TV Network’s flagship Dangal TV and Flipkart are stitching a first-of-its-kind content-to-commerce loop around the Hindi drama Rimjhim — with Starcom India shaping the strategic and creative frame. Fashion, beauty and home products from Flipkart are woven into the show’s world; viewers can hit shoppable tags mid-episode and move from discovery to cart without leaving the story.
The bet is blunt: meet audiences where they already binge. Dangal’s YouTube ecosystem claims #1 Media & Entertainment Creator worldwide for July, with 65 Mn+ subscribers and 2.4 Bn+ monthly views — scale that Flipkart wants to convert into affiliate-led discovery across a catalogue of over 150 million products. The campaign rolled out on 24 August, spanning TV and YouTube layers built for sustained engagement rather than a one-off product flash.
“The way audiences consume broadcast entertainment on digital platforms like YouTube is evolving, and with that, the opportunity for brands to become a meaningful part of the content experience is changing,” said Manish Singhal, Managing Director, Enterr10 TV Network. Pratik Arun Shetty, Vice President, Flipkart, framed it as meeting consumers “where they are” so discovery feels natural. Rathi Gangappa, CEO, Starcom India, called it turning “the scale of culture into a tangible growth advantage.”
Marketing take: Product placement used to hope you’d notice the bottle. Rimjhim puts a shop button on the plot — and that’s the real format shift for Hindi GECs chasing commerce, not just GRPs.
