NEW DELHI: Public service broadcaster Doordarshan has launched a souvenir store on online shopping website Amazon India. A whole range of merchandise including T-shirts, coffee mugs and sippers with the tagline “I am in your DNA, I am your Doordarshan" will now be available on the e-commerce platform. The idea is to establish an even stronger relationship with viewers who have grown up on shows like Hum Log, Buniyaad, Ye Jo Hai Zindagi , Malgudi Days, Ramayana and Mahabharat in the 1980s and 90s, help them relive the nostalgia, introduce the memorabilia to younger viewers and re-establish the brand value of Doordarshan as the channel of India, a statement from the broadcaster said.
“This is one of the brilliant initiatives that Doordarshan has undertaken to not only connect with its loyal audience of generations who have stood by DD over the years but also the youth of India to continue being part of the public broadcaster’s family," A. Surya Prakash, chairman, Prasar Bharti, said at the launch.
Shashi Shekhar Vempati, chief executive officer, Prasar Bharti, said connecting with the new-age digital India is a vision for DD and the new initiative helps establish the fact that the channel is of, by and for the citizens of the country. The online store follows the DD Souvenir Gallery that was launched in June 2018.
“At Amazon, selection is one of the key pillars of our strategy. We are committed to ensure that the Amazon.in marketplace offers the widest and the most unique selection to our customers. We are very excited to launch Doordarshan souvenirs on our marketplace and associate with DD to spread the nostalgia around the brand to a nationwide audience," said Gopal Pillai, vice-president, seller services, Amazon India.