GECs
Ramesh Sippy steps in to train TV’s GenNext
MUMBAI: Indian television has, for long, suffered from a shortage of writers who could pen down the 1,000 or so episodes that Hindi GEC dramas demand. Of course, efforts are being made by the Film Writers Association, institutions such as Whistling Woods and companies such as Star India (which has an in-house writing programming).
Another player is entering the fray: film veteran Ramesh Sippy, who has given the industry the classic TV series Buniyaad in the eighties. Now, he has set up the Ramesh Sippy Academy of Cinema & Entertainment (RSACE) which has partnered with the Mumbai University’s-affiliated Garware Institute of Career Education & Development.
On offer to students are courses in script-writing, film art, film production, VFX and animation. Those who complete the three-year course will be awarded a degree in their respective courses.
Entrance tests to be eligible for admission to RSACE are to be held on 28 April 2107 and 8 May 2017. Candidates who get through for the bachelors course will need to cough up Rs 5 lakh a year for each of the courses, excepting scriptwriting, the fees of which has been pegged at Rs 3 lakh a year.
RSACE institute is bridging the gap between theory and hands-on knowledge.
Former DD Mumbai Kendra head honcho Mukesh Sharma who retired recently says, “My moto is working for the students, working with the students and working on the students. Associating with Mumbai University and Garware Institute of Career Education and Development will help students to get the recognised degree.”
Adds RSACE MD Kiran Juneja: “Ramesh Sippy has a lot of experience in the industry. So, he wants to share it with the world, and every aspirant in the film industry seeks to hit the road running from day one of their careers. Twenty students at a time is our prime focus, so that we can invest an equal quantum of time on everyone, which will help us deliver the best in the business,” she added.
The RSACE board includes: Ramesh and his wife Kiran, Hema Malini, Rohan Sippy and Manmohan Shetty. The advisory council members include big names from the industry such as Kamal Hasan, Sonu Nigam, Vidya Balan, Kabir Khan and many more.
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.
