GECs
Telly Talk India soars high on popularity
MUMBAI: Telly Talk India, the brand new online channel, has its pulse on all the things that go on after the daily soap cameras stop rolling and reality TV gets real. Showcasing some of the most exclusive and sensational telly scoops, Telly Talk India is making heads turn. It has crossed one crore video views on YouTube within six months of its launch. The digital channel has been successful in establishing itself on the basis of its irresistible entertaining content. In fact, within two months of its launch, more than 10 videos from Telly Talk India were trending on YouTube charts.
Telly Talk India is owned and operated by one of the leading Bollywood channels, Zoom, which is also India’s biggest TV brand in the digital space. Zoom has over 81 crore views and nearly 3.3 lakh subscribers on YouTube, over 52 lakh fans on Facebook, nearly 2.8 lakh followers on Twitter and over 12 lakh people in its circles on Google+. The basic idea of the online channel Telly Talk India emerged from Zoom’s weekly TV show “Telly Talk” that covers the off-screen lifestyles of the most popular TV celebrities.
Telly Talk India has become the most sought after destination for the Indian television lovers, giving them an uncensored access to the life of their favourite telly stars. From identifying the “good-friends” in the industry, to RK from Madhubala (Colors) disclosing his real life romance and Saras from Saraswati Chandra (Star Plus) talking about the upcoming twists in the serial to revealing telly stars’ personal wardrobes to how they celebrate their anniversary and what goes on behind-the-scenes on the sets, this digital channel is not just good at sourcing the latest scoops from telly land, but has the distinction to uncover the in-depth stories first.
Enthralling the viewers with some exciting content innovations, Telly Talk India has exceeded expectations and has constantly delivered engaging content. Telly View, a segment on Telly Talk India, is the only online review show that rates the Indian TV shows. From predicting the runaway successes to short on-air life of shows, Telly View has been bang-on in predicting the fate of the latest launches on television.
Mashup – a fun series of mashed up star-conversations is a roaring success because of its highly addictive tongue-in-cheek humour. Telly Express is a spicy one-minute roundup of all the biggest stories in Television.
GECs
Z launches ‘Dilfluencer Moments’ to boost brand engagement across screens
New omnichannel format blends TV characters, storytelling and digital reach to boost engagement and affinity
MUMBAI: Zee Entertainment Enterprises Ltd (‘Z’) has unveiled ‘Dilfluencer Moments’, a new omnichannel media format designed to help brands cut through the clutter and turn audience attention into brand love.
With media access increasingly democratized, visibility alone no longer drives results. Shrinking attention spans and rising content noise have made memorability, emotional connection and action the real currency. Dilfluencer Moments addresses this by embedding brands into character-led, culturally resonant storytelling that travels seamlessly from TV to digital, social and creator ecosystems.
The format debuted with the “TumHoLovely” campaign on National Girl Child Day. Anchored in Hindi and Marathi shows, the campaign’s narrative extended organically across digital platforms, amplified by creators and community participation. A brand film featuring Sanya Malhotra further showcased how TV-originated cultural cues can spark broad engagement and virality. Within 24 hours, the campaign racked up 35 million total impressions, 20 million digital views, 2.5 million engagements and over 1,000 comments.
Laxmi Shetty, head – advertisement revenue, broadcast & digital, Zee Entertainment Enterprises Ltd, said, “As consumers turn away from interruption-led communication, advertisers need moments that feel culturally earned and emotionally authentic. Dilfluencer Moments delivers reach at scale through character-first content systems that connect with audiences personally, transforming storytelling into brand love.”
Kartik Mahadev, chief marketing officer, ‘Z’ & Zee 5, added: “Access alone is no longer an advantage; affinity is. Affinity comes from storytelling, familiar characters and moments that stay with audiences across screens. Dilfluencer Moments lets brands participate meaningfully in moments audiences already love, travelling organically across linear, digital and social platforms at scale.”
By anchoring campaigns in high-trust television moments and extending them into digital and social ecosystems, Dilfluencer Moments enables brands to generate organic engagement, amplify virality and convert attention into long-term emotional equity.
With its national scale, deep emotional storytelling and character-first approach, Z is offering marketers a powerful new way to build affinity, cut through clutter and create culturally resonant brand moments that stick.
