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
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
