GECs
ETC debuts ‘Bada Pardaa’ with ‘Mughal-E-Azam’
MUMBAI: Music channel ETC has launched a new slot Bada Pardaa and for its debut the channel is show casing a full blown bonanza from old classic Mughal-E-Azam.
Starting this November, Bada Pardaa will showcase different aspects of one film. The channel will be flashing snippets about its songs, stars, producer/director, scenes and interesting incidents on ETC for thirty days.
As for its debut episode, the music channel will air a special 40 seconds capsules dedicated to Mughal- E -Azam. In addition to that the channel will be airing the exclusive full songs of the film, exclusive scenes called Explosives and see the colorful making of the film in the show Unseen, says a company release.
The channel has also compiled a half an hour show about Mughal-E-Azam’s director K Asif’s work and time. The movie of the month will have also be recieving comments and praise for this film by the director’s and cinematographers of today.
While ETC Shahanshah and ETC Shahzaada, half an hour shows will talk about Prithviraj Kapoor and Dilip Kumar respectively, says the release.
It will also have the viewpoint from people who matter. These shows will telecast between 8 to 16 November, while other trivia and complete songs will continue all through the month in compilations and as capsules.
Viewers will also be informed about the unknown facets about the life of the stars and director in vignettes and tidbits.
In addition to that, there is also a contest, a 60 seconds capsule that will air five times a day and will ask questions pertaining to trivia, colorization concept, and multimedia contests about the film.
ETC also has special show ETC Anarkali showcasing the legend actress Madhubala. Created from her footage and clipping with some imagination thrown in, these will be enticing and graceful fillers shown all through the day.
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.
