MAM
Colors slips to No. 3, again
MUMBAI: Viacom 18‘s flagship Hindi general entertainment channel Colors, which was the only gainer in the previous week (20 November- 26 November) in terms of GRPs (gross rating points), saw a 50 GRPs drop in the week ended 3 December.
The channel closed the week with 227 GRPs (last week 277). The biggest fall came in the weekend as in the previous week, the channel had recorded around 40 GRPs just from Salman Khan starrer films, Ready and Dabbang. The channel again aired Ready on 3 December, which fetched a 2.6 TVR.
Sony Entertainment Television (Set), meanwhile, grossed 240 GRPs (last week 231) hopping back to its No. 2 position. Channel‘s biggest fiction show, Bade Acche Lagte Hain garnered a 5.37 TVR, becoming second top rated show among the Hindi GECs after Star Plus‘ Saathiya Saath Nibhana which got a 6.26 TVR.
Maintaining its lead, Star Plus collected 318 GRPs (last week 312). The channel aired Sasural Genda Phool‘s megaepisode on 3 November which recorded 1.7 TVR.
Zee TV saw a marginal 3 GRPs increase and closed the week with 152 GRPs, while Sab adds on 12 GRPs becoming the highest gainer of the week. The family comedy entertainment channel clocked 120 GRPs this week (last week 108).
The others that follow are-Imagine TV with 77 GRPs (last week 73), Sahara One with 39 GRPs (last week 36) and Star One with 39 GRPs (last week 42).
MAM
BHIM rolls out Mahi Way campaign to boost trust in digital payments
MS Dhoni-led push highlights simplicity, safety and instant transactions
MUMBAI: BHIM Payments App has launched a new nationwide campaign titled Mahi Way, aiming to reinforce its positioning as a simple, secure and dependable digital payments platform.
Developed by NPCI BHIM Services Limited, the campaign taps into India’s trust-driven relationship with money, highlighting ease of use and safety as key drivers for digital adoption. At its centre is brand ambassador Mahendra Singh Dhoni, whose calm and no-nonsense persona mirrors the app’s promise of fuss-free transactions.
Built around the line ‘BHIM App se karo pay, it’s the Mahi Way’, the campaign captures everyday payment dilemmas where users are faced with multiple options but ultimately gravitate towards a reliable choice. The films spotlight BHIM’s scan-and-pay feature, alongside instant rewards, to underline speed and convenience in daily transactions.
NPCI BHIM Services Limited managing director & CEO Lalitha Nataraj said, “In India, trust continues to play a defining role in how people adopt and use digital payments. As adoption deepens, users are looking for simplicity and trust, along with the assurance that every transaction is safe and secure. Our new campaign, ‘Mahi Way’ reflects this behaviour where payments happen without confusion or delay, on a platform that users can rely on.”
Conceptualised by Tilt Brand Solutions, the 360-degree campaign will roll out across television, digital platforms, cinemas and outdoor media. The flagship film will run in a 25-second format, supported by shorter edits for digital and social platforms to ensure high-frequency visibility.
Adding a layer of inclusivity, the campaign will be available in 11 languages, spanning Hindi, English and several regional languages including Marathi, Tamil, Telugu, Kannada, Malayalam, Bengali, Gujarati, Odia and Assamese.
Tilt Brand Solutions president and head of creative Kushager Tuli said, “With Mahi Way, MS Dhoni is shown in a more everyday context, not just as a cricketing icon, but as someone who reflects calm and clarity in simple decisions. The campaign brings this into real payment situations, making them feel intuitive and effortless.”
With a familiar face and a clear message, BHIM’s latest push aims to make digital payments feel less like a choice and more like second nature for users across the country.
