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
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
