GECs
Quarantunes for the quarantined!
MUMBAI: Vh1 is turning the boring quarantine into lovely Quarantunes! As more and more stay-at-home people are tuning in to home entertainment options in these times of COVID-19 pandemic, Vh1 has got something special in-store: a playlist with the most popular songs handpicked.
It recently launched a new special – Vh1 Quarantunes. The channel will curate a special playlist daily which will encompass the most popular songs handpicked just to ensure viewers don’t get bored. For example, tracks from international sensations such as Justin Bieber, Post Malone, Travis Scott, Kayne West, Katy Perry, and Miley Cyrus featured on the playlist on Thursday.
Through this initiative, Vh1 India is asking viewers to stay home while they groove to tunes of the globe’s top-notch artists. Vh1 Quarantunes began on 18 March and will air at 1 pm daily.
Vh1 Quarantunes will be in line with the channel’s other shows such as Vh1 Top 10, a weekly playlist of the top 10 songs in the country which airs on Saturdays at 7 pm and Vh1 Trending which airs the most trending songs of the week across cities and in India which airs on Sundays at 7 pm.
Analysts are predicting that consumers’ media consumption tends to rise during broadly disruptive events. As India’s biggest cricket showbiz IPL has been delayed, GECs have stopped churning new episodes; niche channels now have the opportunity to pick up on the back of innovative programming.
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.
