Dangal TV, Flipkart and Starcom India have partnered to bring a new content to commerce experience to the TV show ‘Rimjhim’. The initiative connects entertainment with online shopping and allows viewers to discover products while watching the show.

According to an ANI report,under the partnership, Flipkart products will be integrated into the storyline of ‘Rimjhim’. The products will be featured through the show’s characters and scenes, allowing viewers to see them as part of the content instead of through regular advertisements.

The experience also allows viewers to explore the products featured in the show and move towards purchasing them on Flipkart. The idea is to create a smoother connection between what viewers see on screen and what they can shop for online.

Manish Singhal, Managing Director of Enterr10 TV Network,

Manish Singhal, Managing Director of Enterr10 TV Network, said the initiative shows how broadcast entertainment on digital platforms is evolving. He noted that brands can now become part of the content experience rather than being limited to traditional advertising around it.

Pratik Arun Shetty, Vice President at Flipkart, described the partnership as a bridge between entertainment and shopping. Rathi Gangappa, Chief Executive of Starcom India, said the initiative aims to use the reach and influence of culture to create business growth for brands.

The campaign went live on August 24 across television and YouTube. The partnership reflects the growing focus on content to-commerce formats, where entertainment can also become a way for viewers to discover and shop for products.