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All in the story Zee launches Immerse to pull brands into the spotlight
MUMBAI: Brands no longer want to be watched, they want to be felt. And if possible, lived inside. Reading that shift loud and clear, Zee Entertainment Enterprises Limited has unveiled Zee Immerse, a new vertical designed to build immersive, inclusive and platform-agnostic branded intellectual properties for a participation-first era.
Zee Immerse marks a strategic pivot in brand storytelling, moving beyond exposure and engagement towards inclusion. The vertical will create bespoke branded IPs across long- and short-form formats, digital-first narratives, regional stories and multi-platform executions spanning television, digital, social media, YouTube and on-ground experiences.
The launch reflects how audience behaviour has evolved. What began with reach and impressions progressed to interaction and experience. Today, audiences want something deeper, a sense of belonging. Zee Immerse is positioned to answer that demand by helping brands co-create worlds where stories flow seamlessly across screens and invite consumers to become active participants in cultural conversations.
According to Zee, the focus is no longer on isolated campaigns but on building scalable ecosystems where brands are embedded into entertainment rather than interrupting it. “Brands today are seeking relevance, resonance and long-term cultural value,” said Zee head of advertisement revenue for broadcast and digital Laxmi Shetty. “Zee Immerse allows us to partner with them at a deeper level, creating IPs that are inclusive by design and impactful across platforms.”
The vertical will bring together the network’s strengths across films, youth content, influencers and digital storytelling to create what Zee describes as monetisable, culturally rooted brand properties. Zee chief sales officer for hindi movies, youth cluster, brand works and influencer marketing (digital) Gunjarav Nayak, noted that the future of branded content lies at the intersection of culture, community and commerce.
Zee Immerse will be led by currently Zee Digital, executive vice president for sales planning and strategy Raj Shrivastav who will take on the additional mandate of steering the new unit. He describes inclusion as the next logical step in the evolution of storytelling where audiences do not just consume stories but feel invited into them.
With Zee Immerse, the broadcaster reinforces its ambition to stay future-ready, blending creativity, commerce and culture to create brand-led IPs that audiences don’t merely watch, they choose to own.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
