GECs
New publishing group targets Asian media coverage
A new media publishing group has been formed in Hong Kong. Called Media Partners Asia Limited (MPA), it will provide coverage of the media and communications industries in Asia. MPA has announced that it will launch a biweekly publication in April, followed by a quarterly journal and annual industry reports. The company will also offer consulting services and organize conferences to meet the strategic goals of global business communities.
MPA has been founded by Vivek Couto and Rupert Wilkinson, former senior executives at Kagan Asia Media (KAM), an affiliate of global media research and publishing company Paul Kagan Associates. Couto and Wilkinson successfully built ventures in publishing (Asia Cable & Satellite World, Asia Broadband Technology, Asia Pacific Media Investor) and research (The Casbaa & Kam Asia Cable & Satellite Guide).
“We’re in the business of creating media value. Media Partners Asia is well positioned to create properties that build on the legacy of Kagan Asia Media,” says a joint statement issued by Vivek Couto and Rupert Wilkinson. “Our mission is to serve global business communities with a variety of content platforms focusing on Asia media development.”
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.
