GECs
Colors to showcase darkest stories through ‘Code Red’
MUMBAI: After a year of successful non-fiction properties in 2014, Colors is back with some more action in 2015.
Taking the premise of showcasing meaningful entertainment and shows that are a reflection of our society, the channel is all set to launch a new show titled Code Red, which is a beacon of hope addressing issues of human frailty. It will depict the inner conflict a human being goes through when faced with a crisis of conscience.
Each week, six episodes featuring stories based on various human frailties, will be presented through three prominent themes under the brand umbrella of Code Red.
1) ‘Umeed’ – focusing on stories who are on the verge of ending their lives.
2) ‘Awaaz’ – focusing on violence against women and children.
3) ‘Chakravyuh’ – focusing on various forms of entrapment – physical and psychological.
Each theme will be brought to life by a different production house and the stories will be presented by Sakshi Tanwar who will embody the inner voice and be the voice of reason. The episodes will be produced by FremantleMedia India, Sun Shine Rise Productions and Optimystix India.
Actors Manish Chaudhari, in the role of an NGO representative, and Yash Sinha, as a crime reporter, will take the viewers through various instances where circumstances and conditions pushed a person to the wall. The series will attempt, not only to showcase these stories but to make people believe that there is hope, only if they choose to break the silence.
Colors CEO Raj Nayak believes that it’s not just a show but a movement to get people to believe that hope can be found, even in the darkest of times, if only one reaches out and breaks the silence. “At Colors, we have always emphasised on creating shows that are meaningful and which can bring about some kind of a conceivable change in the society. With Code Red, we are going a step further by showcasing stories of human frailties and urging people to break their silence on issues that are disturbing them and the people around them. In order to drive home this message, it gives me immense pleasure to announce that we have a prominent face from the world of TV – Sakshi Tanwar – who I believe has the right blend of empathy and sensitivity that is required for a show such as Code Red. I hope we are able to make a positive difference to peoples’ lives through this humble effort of ours,” Nayak said.
Colors programming head Manisha Sharma added, “This is a genre on television that needs to be explored a lot more where stories inspired by real instances are mounted to create a show relatable to audiences. As human beings we all face dilemmas in life while choosing between right and wrong. Code Red is a show that explores these dilemmas and gives voice to the conscience of the people facing them. It’s a journey through their mind and their decisions and how their choices affect their lives. I hope our audiences find the show and these stories riveting.”
The show will air from 19 January every Monday to Saturday at 10.30 pm.
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.
