MAM
upGrad Jeet launches #JeetKeSahiMaayane campaign
Mumbai: upGrad Jeet, a subsidiary of uGrad, has launched its latest campaign called #JeetKeSahiMaayane that puts government jobs as an opportunity for the youth of India.
upGrad Jeet’s vision was manifested into this film by Orcomm Advertising, a full-service agency, that recently bagged the agency of record for the brand.
“Our focus has always been at delivering quality content to our learners that in turn, helps the aspirants realise their dream of getting a government job, and we realise that we are not just helping individuals but also laying the foundation for the nation as these next-gen government employees will take the nation forward through their different roles and responsibilities,” said upGrad Jeet chief executive officer Ritesh Raushan.
The ad film takes the case of four individuals (men and women) who burn the midnight oil, overcome countless obstacles to crack these examinations and instead of going with the popular perception work towards the welfare of the people. They are firm in their resolution to be the voice of people, help the needy, stand for the right and make their country a better place.
“We understand the hunger that drives emerging towns and cities of India, having been their voice for more than a decade now,” said Orcomm Advertising chief executive officer Kavita Koserwal. “#JeetKeSahiMaayne brings out that spirit, the zeal unfazed by prejudices, barriers, or lack of facilities. Our message to these young aspirants is simple but stirring – believe in your power and purpose to achieve your dreams not only for yourself but also for our India.”
Brands
ZEEL transfers syndication business, invests Rs 505 crore in IP push
Restructuring, stake buy and FCCB moves signal sharper content strategy
MUMBAI: In the content economy, owning the story is half the battle monetising it is the real game, and Zee Entertainment Enterprises is doubling down on both. The company has approved the transfer of its syndication and content licensing business to its wholly owned subsidiary ZI-IPR Enterprises, alongside an investment of Rs 505 crore aimed at strengthening its play in content intellectual property (IP) acquisition, management and monetisation. The move, effective April 1, 2026, will see the business transferred on a slump sale basis at book value, including all associated assets, liabilities and commercial rights effectively consolidating IP operations under a more focused structure.
At its core, the restructuring signals a strategic shift. As content consumption increasingly fragments across digital and global platforms, the value of IP lies not just in creation but in how efficiently it can be distributed, repackaged and monetised across markets. By housing its syndication engine within ZI-IPR Enterprises, ZEEL appears to be building a more agile and scalable ecosystem, one that can better extract value from its vast content library while adapting to evolving distribution models.
But the company’s ambitions are not limited to restructuring. ZEEL has also approved an investment of up to Rs 20.09 crore in Culture of Real Experiences (CORE), acquiring a 51 per cent stake in the entity. The move expands its footprint into the broader creative and experiential space, suggesting a push beyond traditional broadcasting into areas where content, culture and immersive experiences intersect.
At the same time, ZEEL has moved to tidy up its financials, approving the redemption of $23.9 million in outstanding foreign currency convertible bonds (FCCBs) and cancelling an unused $215.1 million commitment. The twin steps are expected to ease pressure on its treasury, freeing up capital and improving financial flexibility as the company invests more aggressively in its IP strategy.
Taken together, the decisions reflect a company in recalibration mode streamlining legacy structures, sharpening its focus on content ownership, and exploring new avenues for growth. In a market where the lines between television, streaming and experiential entertainment are increasingly blurred, ZEEL’s latest moves suggest it is not just creating content, but building a system to make that content travel further and pay better.
