Fashion e-commerce platform AJIO has launched an exclusive merchandise collection linked to the upcoming film Dhurandhar: The Revenge, tapping into the growing anticipation around the movie’s theatrical release on March 19.

Branded as “Dhurandhar x AJIO”, the collection features fan-focused apparel inspired by the film’s visual style and action-driven narrative. The highlight of the drop is a range of graphic T-shirts signed by actor Ranveer Singh, who leads the cast of the franchise. The merchandise is available exclusively on AJIO’s platform, positioning the brand at the centre of the film’s fan engagement ahead of release.

The launch comes as the sequel builds momentum following the success of the original Dhurandhar, which debuted in December 2025. To further amplify excitement around the franchise, the makers have also re-released the first film in theatres, aiming to re-engage audiences and attract new viewers before the sequel arrives.

AJIO’s merchandise collaboration appears to be strategically timed to capitalise on this renewed buzz. By combining film fandom with fashion retail, the brand is tapping into a growing consumer trend where entertainment properties extend beyond the screen into lifestyle products.

Film-inspired fashion drops have increasingly become a marketing tool for brands seeking to connect with younger audiences and pop culture enthusiasts. Celebrity association also plays a crucial role in such collaborations, and Ranveer Singh’s popularity adds further appeal to the collection.

For AJIO, the collaboration represents an opportunity to blend commerce with entertainment culture. By leveraging a high-profile film release and a star-driven fan base, the platform aims to drive both brand engagement and sales through a limited-edition merchandise experience.