GECs
CBS to find the next designing Diva
MUMBAI: CBS has announced that television journalist Joan Lunden will host its upcoming reality series Finding The Next Designing Diva.
The series will pit 12 people with a creative knack for the finer things in life in a no-holds-barred competition to crown the country’s new authority on at-home living. The contestants will compete in different areas of beautifying the home and entertaining, including gardening, cooking, baking, sewing, crafts, floral arranging and decorating.
In addition to chronicling relationships that develop amongst the participants, each week a contestant will be eliminated from the series when they are judged on their flair for elegant living, party planning and expertise in homemaking.
Lunden added, “I have worked side by side with some of the best chefs and lifestyle experts for years on morning television. Now I can bring that experience, as well as my hosting skills, to a show that is certain to take ‘domestic arts’ to a new level of excitement,”
Lunden co-hosted Good Morning America from 1980 till 1997. During her tenure, she reported from 26 countries, covered four presidents, five Olympics and two royal weddings. Lunden also hosts and executive produces Behind Closed Doors with Joan Lunden.
In the show Lunden has been allowed access to the inner workings of places few have ever seen, including flying at 65,000 feet in a U2 Reconnaissance aircraft, survival training with Army’s Special Forces, the Culinary Institute of America.
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.
