GECs
Colors bolsters programming lineup with two new shows
Mumbai: Colors and Balaji Telefilms have joined hands for the sixth edition of the fantasy fiction show “Naagin” that will premiere on 12 February starting at 8 p.m every Saturday and Sunday. The channel has also announced a new fiction property called “Parineetii” set for the 14 February premiere and will air from Monday to Friday at 10 p.m.
“I am excited to continue my long-standing relationship with Colors and strengthen it further with the launch of two new shows,” said producer Ekta Kapoor. “We began the journey of ‘Naagin’ more than six years ago and have come a long way to bring the epic story of our serpent queen in five enthralling seasons and I am elated to announce the next one. With an incredibly captivating theme, this season is going to be grander than ever. Along with Naagin, we are also launching ‘Parineetii,’ a show that depicts a beautiful yet complex hue of friendship.”
“At Colors, it is our deep-rooted commitment to introduce variety entertainment through stories that connect with the audience,” said Viacom18 head Hindi mass entertainment and kids TV network Nina Elavia Jaipuria. “After adding an exhilarating romantic thriller ‘Fanaa- Ishq Mein Marjawaan’ to our fiction line-up, we are delighted to announce the new season of our most coveted fantasy fiction franchise ‘Naagin’ and a brand-new drama ‘Parineetii.’ With these unique new concepts, we continue with our promise to provide unlimited entertainment and hope that the viewers will connect with our stories and characters.”
The new season of “Naagin” will feature an ensemble cast including Tejasswi Prakash, Simba Nagpal, Sudhaa Chandran, Mahekk Chahal, Urvashi Dholakia and Manit Joura.
“After witnessing an action-packed start to the year, we are set to raise the momentum with two new shows – ‘Naagin 6’ and ‘Parineetii’,” said Viacom18 chief content officer Hindi mass entertainment Manisha Sharma. “We are delighted to strengthen our long-standing relationship with Balaji Telefilms with these two shows helmed by none other than Ekta Kapoor.”
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.
