MUMBAI: From crime to cult status, Aashram S3 Part 2 isn’t just streaming, it’s storming. The smash-hit series on Amazon MX Player has crossed a jaw-dropping 250 million viewers, becoming a full-blown digital phenomenon and topping Ormax Media’s most-watched originals list for a fourth straight week.
In the land of cricket and cinema, it’s rare for a web series to stir the nation with the intensity of a blockbuster film. But Aashram has done exactly that, transcending genre stereotypes, turning marketing on its head, and transforming Bobby Deol into a full-time messiah of mayhem.
Forget the old trope of male-dominated crime thrillers. Aashram is busting audience myths left, right, and centre. Over 20 per cent of its viewership comes from women, while its reach spans both urban metros and Tier 2/3 towns. The drama has travelled in multiple tongues too, with dubbed versions in Bengali, Tamil, and Telugu clocking impressive numbers.
Even Amazon’s internal data is dishing out interesting clues: 77 per cent of viewers are tech-savvy, and 64 per cent are fashion-forward. Yes, Baba Nirala has fans who not only meditate but also accessorise.
The show didn’t just ride on hype, it engineered it. Aashram’s trailer trended on YouTube for 23 days, raking in 24 million views. A clever collab with cricketer Yuzvendra Chahal, featuring a fictional blessing from Baba Nirala to let him open an innings, went viral with 6.3 million views and 850,000 engagements.
Major brands were eager to hop onto the Baba bandwagon, Vimal served as presenting sponsor, co-powered by Lahori Zeera and Lux Nitro, with KEI Wires, Zandu Fast Relief and Kenstar also in the mix.
Bobby Deol, reflecting on the overwhelming response, added, "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 his gratitude, stating, “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.”
Amazon MX Player director and head Karan Bedi shared, “Aashram is a tribute to Indian viewers. It’s 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.”
And that’s the other key to Aashram’s stratospheric success: it's entirely free. The series is available across Amazon MX Player, Prime Video, Amazon’s shopping app, Fire TV, Airtel Xtreme, and smart TVs, basically anywhere your thumbs can scroll.
With its heady cocktail of social commentary, psychological manipulation, and pulpy thrills, Aashram has become more than a show. It’s a movement. A sermon with swagger. And by the looks of it, Baba Nirala isn’t done preaching just yet.
