Partnership Overview
Dangal TV, the flagship channel of Enterr10 TV Network, and Flipkart have partnered to create a first‑of‑its‑kind content‑to‑commerce experience in India through the Hindi drama series “Rimjhim”. The collaboration integrates Flipkart’s fashion, beauty and home product catalogue into the storyline, with characters wearing, using and interacting with the products. Viewers can discover these items via shoppable tags embedded in the TV episodes and on YouTube, enabling real‑time product exploration and purchase.
Launch Details
The campaign was rolled out on 24 August 2026 across television and YouTube platforms, with multiple layers of content and visibility designed for sustained engagement. Flipkart’s catalogue of over 150 million products is made available within the narrative, allowing consumers to move from visual inspiration to purchase instantly.
Platform Reach
Dangal TV’s YouTube ecosystem is the #1 Media and Entertainment Creator worldwide for July, with more than 65 million subscribers and over 2.4 billion monthly views. Starcom India acted as the strategic and creative partner, shaping the framework that combined YouTube product capabilities with Dangal TV’s audience scale.
Executive Comments
Manish Singhal, Managing Director of Enterr10 TV Network, said the partnership demonstrates how storytelling can evolve from simple awareness to an interactive journey linking content, discovery and commerce. Pratik Arun Shetty, Vice President of Flipkart, highlighted that the initiative bridges entertainment and shopping, allowing viewers to transition seamlessly from the show to product discovery. Rathi Gangappa, CEO of Starcom India, noted that the bespoke solution moves beyond reach to drive measurable business impact by turning cultural scale into growth advantage.