Mumbai: Amazon MX Player’s smash-hit series Aashram continues to break barriers, captivating over 250 million viewers across India. The latest installment, Aashram S3 Part 2, has dominated Ormax Media’s most-watched streaming originals list for four consecutive weeks, solidifying its position as India’s most beloved OTT franchise.
The success of Aashram has broken several audience stereotypes, proving its wide appeal across demographics. According to Amazon’s shopping profiles, 77% of its viewers are tech-savvy, and 64% are fashion-forward, showcasing an engaged and trend-conscious fan base. The series has also debunked the notion that crime dramas attract only male viewers, with over 20% of its audience being women. Aashram resonates across different age groups, from young adults to viewers aged 25 and above. Additionally, its reach extends beyond metro and Tier 1 cities to Tier 2 and 3 regions, with Hindi as the dominant language while also gaining traction in Bengali, Tamil, and Telugu dubbed versions.
Aashram created massive buzz with an innovative marketing strategy and strong brand partnerships. The series secured multiple sponsors, with Vimal as the presenting sponsor, co-powered by Lahori Zeera and Lux Nitro, along with special partners like KEI Wires & Cables, Kenstar, and Zandu Fast Relief. Its trailer became a sensation, trending on YouTube for 23 days and garnering 24 million views. A comprehensive 360-degree marketing campaign spanning TV, digital, outdoor, and social media further amplified its reach. A unique collaboration with cricketer Yuzvendra Chahal, where Baba Nirala ‘granted’ his wish of becoming an opener, also went viral, generating 6.3 million views and 850K engagements.
Industry Leaders Speak
Bobby Deol, reflecting on the overwhelming response, said, “Aashram has been a defining journey for me, and the love it continues to receive is truly humbling. This season, the stakes are higher, the drama is deeper, and the impact is greater than ever before. Seeing fans embrace Baba Nirala’s journey with such enthusiasm is incredibly rewarding!”
National Award-winning director Prakash Jha expressed, “The journey of Baba Nirala continues to enthrall Indians. Every season, we push boundaries to make Aashram more intense, compelling, and relevant. I am deeply grateful for the unwavering love and enthusiasm of our audience.”
Karan Bedi, Director and Head of Amazon MX Player, added, “Aashram is a tribute to Indian viewers. Its phenomenal success reaffirms our commitment to delivering high-quality, free entertainment to audiences across India. The overwhelming response to Aashram S3 Part 2 has been extraordinary, driven by its gripping storytelling and outstanding performances. We are grateful to our sponsors for their support and helping us bring compelling stories to life.”
The latest episodes of Aashram S3 Part 2 are now streaming for free exclusively on Amazon MX Player, available on mobile apps, Amazon’s shopping app, Prime Video, Fire TV, Airtel Xtreme, and Connected TVs.
