GECs
InNetwork encashes Baghban’s success
MUMBAI: Hinduja TMT’s wholly-owned subsidiary InNetwork Entertainment is reaping the benefits ofBaghban’s success.
According to a company release, InNetwork association with the recent BR Chopra blockbusterBaghban is yielding good results with the film turning out to be a hit in both the domestic as well as the international circuits.
Apart from being a world right controller of the film for the next 10 years, InNetwork is entitled to 10 per cent of the total value for which various rights have been sold. This includes the total coverage and 40 per cent of producers’ share of overflow.
InNetwork, quoting trade reports, says the revenue of the film in the first eight weeks has been Rs 80 million (net) in the domestic market and a similar amount in overseas market.
While InNetwork has received Rs 12 million towards 10 per cent of total coverage, the company’s share of the overflow from producers’ account is expected to be in the region of Rs 10 million. The overseas rights of the film have been purchased and sold at a profit and the overflow over a minimum guarantee collection in the overseas market will also accrue to the company, says the release.
InNetwork’s similar project for Rahul Productions Hum Do Hamara Ek is expected to hit the screen in the first quarter of 2004. Some of the other ongoing projects of the company include Hindi films likeSocha Na Tha, Ek Hasina Ek Diwana, Kyon Ho Gaya Na Pyar and Mehbooba .
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.
