Brands
Z launches Dilfluencer Moments, a new media format for brands
MUMBAI: In an advertising world where buying reach is easy but earning love is hard, Z has launched Dilfluencer Moments, a new media format designed to help brands move beyond visibility and into memory.
Positioned as an omnichannel reach solution, Dilfluencer Moments tackles a growing marketer dilemma. Media access has levelled the playing field, but with screens overflowing and attention spans thinning, standing out has never been tougher. The question is no longer who can buy impressions, but who can leave a lasting impression.
Z’s answer lies in storytelling that feels familiar, human and culturally rooted. Dilfluencer Moments weaves brands into character-led narratives using Z’s well-loved television faces, figures already embedded in everyday Indian life. Instead of interrupting audiences, the format slips brands into moments viewers are already emotionally invested in.
The approach rests on four clear pillars. Trusted characters lend authenticity and emotional pull. Television acts as the starting point, anchoring credibility before moments flow seamlessly into digital and social spaces. Stories are designed for organic sharing, not forced virality. And distribution is platform-agnostic, travelling smoothly across TV, streaming, social media and creator ecosystems.
The format debuted with the Tum Ho Lovely campaign on National Girl Child Day, built around the line Jab life ko leti ho lightly toh lagti ho aur bhi lovely. The message played out through character moments across Z’s Hindi and Marathi shows, then spilled naturally into digital conversations. A brand film featuring Sanya Malhotra added star power and narrative depth.
The results were telling. The campaign clocked over 25 million impressions across TV, Zee5 and digital platforms, sparked more than 1,000 conversations, and generated 2.5 million engagements. Most strikingly, it travelled from television to social feeds, WhatsApp forwards and everyday chatter within 24 hours.
Zee Entertainment Enterprises head of advertisement revenue for broadcast and digital Laxmi Shetty, said audiences are increasingly turning away from interruption-led advertising. Dilfluencer Moments, she noted, enables brands to earn attention through culturally resonant, character-first storytelling that connects on a personal level while scaling nationally.
Zee Entertainment Enterprises chief marketing officer Kartik Mahadev, added that in a market where both small and large brands can buy reach with equal ease, affinity has become the real differentiator. Familiar worlds, relatable characters and moments that travel across screens are what stay with audiences, and that is where Dilfluencer Moments aims to be disruptive.
For marketers, the promise is simple. In a crowded media landscape, Dilfluencer Moments offers a way to embed brands into culture, spark genuine engagement and turn fleeting attention into lasting brand love.
Brands
Ola Electric announces Champion Mahotsav with Rs 10,000 benefits
Three-day offer across scooters and motorcycles celebrates India’s T20 World Cup win
BENGALURU: Ola Electric has announced #ChampionMahotsav, a three-day nationwide celebration offering benefits worth Rs 10,000 across its vehicle portfolio, following India’s historic third ICC Men’s T20 World Cup victory.
During the limited-period celebration, customers can avail benefits worth Rs 10,000 on any Ola scooter or Roadster motorcycle, extending the festive mood among fans after the national triumph.
An Ola Electric spokesperson said the initiative builds on the strong response received during the company’s earlier Match Mahotsav campaign held during the tournament final.
“Our Match Mahotsav during the T20 World Cup Final received an incredible response from fans across the country. To celebrate India’s historic third T20 World Cup victory, we are extending the celebrations for three more days with #ChampionMahotsav, offering benefits worth Rs 10,000 on any Ola vehicle,” the spokesperson said.
Ola Electric currently offers a broad portfolio of Gen 3 S1 scooters and Roadster X motorcycles.
The premium Gen 3 S1 range includes the Ola S1 Pro+ in 5.2kWh and 4kWh configurations, and the Ola S1 Pro in 4kWh and 3kWh options, priced at Rs 1,85,338, Rs 1,65,338, Rs 1,39,999 and Rs 1,19,999 respectively.
In the mass segment, the company offers the Ola S1 X+ with a 4kWh battery, along with the Ola S1 X in 2kWh, 3kWh and 4kWh configurations, priced at Rs 1,14,999, Rs 77,999, Rs 93,999 and Rs 1,09,999 respectively.
Ola’s motorcycle line-up includes the Ola Roadster X+ in 4.5kWh and 9.1kWh configurations priced at Rs 1,04,999 and Rs 1,84,999. The Ola Roadster X is available in 2.5kWh, 3.5kWh and 4.5kWh options, priced at Rs 74,999, Rs 87,999 and Rs 94,999 respectively.
With #ChampionMahotsav, the company aims to ride the celebratory wave across the country while encouraging more consumers to switch to electric mobility.
