GECs
Insat 4A placed in near-geosynchronous orbit
MUMBAI: Insat 4A telecommunications satellite has been successfully placed in near-geosynchronous orbit by Indian space scientists. The deployment of solar panels and two antennas have been completed.
The spacecraft has been placed in near-Geosynchronous orbit in the third and final orbit-raising operation conducted yesterday from the Indian Space Research Organisation’s (Isro) Master Control Facility at Hassan in Karnataka.
The Liquid Apogee Motor (LAM) on board the satellite was fired for a duration of five minutes 45 seconds to enable it to achieve an orbital period of 23 hours and 54 minutes.
The satellite is presently located at 78.1 deg E and is drifting towards its final orbital position of 83 deg E. The satellite would be arrested at 81.5 degree E to carry out in-orbit testing of the payloads.
The satellite had about 1,690 kg of propellant at the time of its launch on board an Ariane rocket from the spaceport of Kourou in French Guiana, and 1,154 kg of propellant was used for three orbit-raising manoeuvres.
The remaining 536 kg of propellant available in the satellite is sufficient for maintaining the satellite orbit and orientation for its designed life of 12 years.
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.
