GECs
Discovery breaks the sci fi barrier by going ‘Beyond Tomorrow’
MUMBAI: Ever wondered what the world would look like tomorrow? Do we have a sense of the actual extent and nature of the changes that are poised to sweep through the world in the coming years?
Discovery answers these questions by showcasing dream innovations that are destined to change human lives forever in its show Beyond Tomorrow.
The programme travels around the world for information on and demonstrations of far-reaching breakthroughs in a diverse range of fields – medicine, aviation, computers, space research, agriculture, transport, architecture, energy, environment, leisure and adventure.
The 18-episode series features more than 130 stories on the latest product and service innovations that are shaping the 21st century. It will air from 20 to 24 February at 8 pm and thereafter once a week every Friday at 10 pm.
Lending a desi touch to proceedings: In an endeavour to bring the world’s attention to India’s untapped and abundant talent, Discovery in association with National Innovation Foundation, has juxtaposed Indian grassroots innovations along with the globacl tehnological breakthroughs and scientific advancements.
So while the programme Beyond Tomorrow will present stories on products like the Aquada, the next generation amphibian car from New Zealand which is as sleek on land as on water; Discovery has also produced short films on the Indian grassroot innovators which it will air on the channel during the three-month long series.the channel.
It will showcase the talent present in the interiors of India like Motihari in Bihar, Kutch in Gujarat and Malappuram in Kerala.
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.
