GECs
Ariane 4 boosts Eutelsat’s Atlantic Bird 2
Arianespace has successfully orbited the Atlantic Bird 2 satellite for international telecommunications operator Eutelsat.
Conducted its second mission in 25 days, Arianspace used an Ariane 4 nighttime launch to place Atlantic BirdTM 2 into geostationary transfer orbit on 27 September.
The Flight 144’s liftoff took place on 25 September nad was initially delayed by a telemetry problem at the Spaceport, which was resolved within the 57-minute launch window.
The Alcatel Space-built Atlantic BirdTM 2 satellite is a key element of Eutelsat’s global service expansion, and the spacecraft will provide relay capacity from the Americas to Europe and beyond, utilizing the telecommunication operator’s Atlantic Gate orbital slot at 8 deg. West. Atlantic Bird 2 carries 26 transponders and will cover four continents, reaching North and South America, Europe, and countries in North Africa and the Middle East.
Flight 144 used an Ariane 44P version of the Ariane 4 family, equipped with the four solid propellant strap-on boosters for augmented thrust during the initial ascent phase. The mission was the 15th – and final – flight of an Ariane 44P in the Ariane 4 family’s operational career. It also marked the 106th launch of an Ariane 4 – and the vehicle’s 64th consecutive success.
Arianespace’s next flight is set for November 27, when another Ariane 4 will orbit the DirectTV-4S satellite for US operator, DirectTV.
GECs
Z launches ‘Dilfluencer Moments’ to boost brand engagement across screens
New omnichannel format blends TV characters, storytelling and digital reach to boost engagement and affinity
MUMBAI: Zee Entertainment Enterprises Ltd (‘Z’) has unveiled ‘Dilfluencer Moments’, a new omnichannel media format designed to help brands cut through the clutter and turn audience attention into brand love.
With media access increasingly democratized, visibility alone no longer drives results. Shrinking attention spans and rising content noise have made memorability, emotional connection and action the real currency. Dilfluencer Moments addresses this by embedding brands into character-led, culturally resonant storytelling that travels seamlessly from TV to digital, social and creator ecosystems.
The format debuted with the “TumHoLovely” campaign on National Girl Child Day. Anchored in Hindi and Marathi shows, the campaign’s narrative extended organically across digital platforms, amplified by creators and community participation. A brand film featuring Sanya Malhotra further showcased how TV-originated cultural cues can spark broad engagement and virality. Within 24 hours, the campaign racked up 35 million total impressions, 20 million digital views, 2.5 million engagements and over 1,000 comments.
Laxmi Shetty, head – advertisement revenue, broadcast & digital, Zee Entertainment Enterprises Ltd, said, “As consumers turn away from interruption-led communication, advertisers need moments that feel culturally earned and emotionally authentic. Dilfluencer Moments delivers reach at scale through character-first content systems that connect with audiences personally, transforming storytelling into brand love.”
Kartik Mahadev, chief marketing officer, ‘Z’ & Zee 5, added: “Access alone is no longer an advantage; affinity is. Affinity comes from storytelling, familiar characters and moments that stay with audiences across screens. Dilfluencer Moments lets brands participate meaningfully in moments audiences already love, travelling organically across linear, digital and social platforms at scale.”
By anchoring campaigns in high-trust television moments and extending them into digital and social ecosystems, Dilfluencer Moments enables brands to generate organic engagement, amplify virality and convert attention into long-term emotional equity.
With its national scale, deep emotional storytelling and character-first approach, Z is offering marketers a powerful new way to build affinity, cut through clutter and create culturally resonant brand moments that stick.
