Brands
Social Samosa ‘Gold’ for Zee Yuva
MUMBAI: Zee Yuva creates huge buzz in the industry by winning ‘Gold’ award in Media and Entertainment category by one of India’s top media publishing Site-Social Samosa. Zee Yuva not only surpassed regional channels but also defeated the industry honchos to win the coveted gold. This was only possible due to clear defined strategy of giving importance to digital medium as much as traditional mediums during channel launch. The pre-launch buzz was created by ‘#YuvaMhanje campaign’ which became talk of the state by engaging 8 Lakh+ audiences and boasting 7000+ entries. Release of shows title tracks on social media created interest amongst the audiences to watch the show. Bun Maska, Love Lagna Locha and Freshers title tracks got 2.5L,2L, and 3L views respectively in a matter of just two days.
On the day of launch, i.e. 22nd Aug’16 various digital platforms were targeted which were identified as having the highest number of Marathi Youth audiences. #ZeeYuvaOnAir became No. 1 trending hashtag not only in Maharashtra but in India. The campaign received excellent response on social media platforms like Twitter, Instagram and Facebook; with Twitter itself registering a total of 22 million impressions.
The Awards hosted by ‘Social Samosa’ featured 100+ Nominations in 25+ Categories and were evaluated based on Engagement of the brand on Social media, Jury evaluation and online voting. Carlton D’Silva-CEO & CCO, Hungama Digital Service, Roshan Abbas – Managing Director at Geometry Global Encompass Network and Ashish Bhasin – Jury Chair & Chairman and CEO, South Asia, Dentsu Aegis Network were some of the renowned names who were part of the jury.
Zee Yuva has been excelling in the social media space since its inception. Compared to its peers in the media and entertainment space, the numbers for the channel have been beyond impressive when it comes to the rate of fan base growth. In a short span of 8 months, it has created its mark and reached 3 Lac fans on Facebook, 1 Lac fans on Instagram and 5,000 fans on Twitter. Despite the high growth rate in fan base Zee Yuva has constantly maintained highest engagement rate on Facebook, Instagram and Twitter. This has been only possible because, audience engagement has been one of the pillars that the Zee Yuva focuses on. To achieve this level, the content strategy is adapted by mapping digital audience behavior and creating content customized as per the needs specific target group. Digital Marketing in Zee Yuva is treated as a critical medium to reach to revelent audience and not only as a support system for on-air content.
The channel is set to come up with new initiatives and content with a purpose to serve Maharashtra’s digital audiences and maintain its dominance in Digital space.
Brands
Kingfisher bets big on music culture with Karan Aujla’s 2026 India tour
Water Partners with Karan Aujla for P POP Culture India Tour 2026
MUMBAI: Kingfisher Premium Packaged Drinking Water from United Breweries Limited, part of the Heineken Company, has announced its association as the co-presenting partner of Karan Aujla’s P POP Culture India Tour 2026. The collaboration places music and culture at the centre of the brand’s iconic “Good Times” philosophy, integrating the brand seamlessly into one of the most dynamic live music movements in the country.
As co-presenting partner, Kingfisher Premium Packaged Drinking Water will play a significant role across the tour’s on-ground and digital ecosystem, creating immersive consumer experiences and driving meaningful engagement at every touchpoint. The partnership is designed to strengthen the brand’s cultural relevance among young and expressive audiences who see music as a core part of their identity and celebrations.
At the heart of the association is a series of three brand films featuring Karan Aujla, where the global music artist reimagines Kingfisher’s iconic “Oo La La La Le O” jingle across Afro, Punjabi and Funk genres. The Afro-inspired film sets a relaxed jam-session tone, with Aujla warming up, finding his rhythm and delivering a smooth rendition that builds anticipation. The Punjabi version draws from his cultural roots, transforming the jingle into a high-energy Punjabi pop track marked by confidence and commanding stage presence. The Funk interpretation introduces a playful yet bold edge, driven by contemporary beats and groove-led production that highlights his versatility while amplifying the epic Good Times spirit. Together, the films blend spontaneous performance moments with music-led storytelling, reinforcing Kingfisher Premium Packaged Drinking Water’s long-standing association with celebration and culture.
Commenting on the partnership, United Breweries Limited chief marketing officer Vikram Bahl, said that music remains a powerful cultural connector and a core passion point for consumers. He noted that the brand has always focused on creating moments that bring people together, and reimagining the iconic jingle across diverse musical styles offers a fresh expression of the Good Times philosophy. He added that the association with Karan Aujla’s P POP Culture India Tour enables the brand to embed itself authentically within one of the most exciting music movements in India today.
Expressing his excitement, Karan Aujla said that partnering with Kingfisher felt like destiny, as music and celebration are deeply embedded in both their identities. He described reinterpreting “Oo La La La Le O” across different genres as a creative high, allowing him to respect the legacy of the iconic tune while infusing it with his own energy and contemporary sound. He emphasised that the collaboration goes beyond a remake, presenting a fresh vibe that audiences can experience live as the tour travels across cities.
The P POP Culture India Tour 2026 will roll out across major cultural hubs including Delhi on 28 February, Mumbai and Pune on 3 March, Chandigarh on 14 March, Indore on 21 March, Bengaluru on 29 March, Kolkata on 3 April, Jaipur on 5 April and Lucknow on 10 April. At every stop, Kingfisher Premium Packaged Drinking Water aims to deliver its signature Good Times experience, celebrating creativity, community and unforgettable shared moments.
With this partnership, Kingfisher Premium Packaged Drinking Water continues to strengthen music as a central pillar of its brand identity. Fans can experience the collaboration by watching the brand films across Kingfisher’s official digital and social media platforms.
