GECs
MTV coordinates globally for reality ‘D-Tour’
MUMBAI: The flood of reality-based or celebrity-driven offerings continue. Reality-heavy MTV is all set to premier its new series D-Tour, a travel-cum-reality programme.
The show is the outcome of five MTV teams from across the world coming together with the purpose of increasing interaction within the global MTV fraternity.
Says MTV Network India executive producer (production) Kartik Chintamani, “Since reality is a rage among the youth, it sits very comfortably on the MTV platform. Moreover, D-Tour is to a great extent shot in India (Mumbai and Rajasthan).”
The six-episode D-Tour will air only on MTV and not on sibling Vh1. The reality based show is a collaborative effort of various MTV arms in many countries, which has been conceptualized and co-ordinated by the US-based MTV International.
MTV channels in Latin America and also rest of Asia are set to premier D-Tour. The show centres around five women, from Japan, India, Brazil, Argentina, and Hong Kong, who travel across Asia.
According to a media report, the show premiered on 4 may on MTV Japan. The show opens on MTV Brasil and MTV Latin America (South) on 9 May and MTV Latin America North on 15 May 15. The sceduled premiere on MTV India and MTV Southeast Asia is 15 May.
In the series, the women’s escapades include a Bollywood fight set, a haunted Indian village, an all-night beach party in Thailand and a sumo camp in Japan.
MTV India has showcased many such shows that are shot abroad and this list includes World Chart Express – South Africa, Style Check and Desi Raj- Europe.
At present, the music channel airs Motoalert, which is an existing Pan-Asian show. “We would definitely looking at more shows which are large in scale and pan-asian/international in context, ” Chintamani adds.
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.
