GECs
Sony Sab’s resolution for 2021: Being happy
MUMBAI: Hindi GEC Sony Sab is bidding adieu to 2020 with a message of hope and good health from MD psychiatrist Dr Anjali Chhabria, highlighting why being happy should be one resolution everyone needs to make for 2021.
The new brand video invites audiences to refocus on health as we enter the new year. It further shines a spotlight on how positive content can act as a stimulus that helps alleviate stress, improves mental well-being as well as immunity.
With its impressive line-up of fresh programmes and light-hearted value driven content ranging from daily family comedy, fantasy fiction to path breaking concepts, the channel is dedicated to promoting an enjoyable family-viewing experience leading to a healthy and happier life for all its viewers.
In an unprecedented year, television provided an opportunity to families to bond, with consumption surging by 40 per cent during lockdown (BCG-CII report). A living room brand, Sony Sab launched unique and exciting shows in 2020. Tera Yaar Hoon Main, which focuses on a father-son relationship, gained popularity for its realistic portrayal of the Indian family unit, while Kaatelal & Sons, a story about two young girls bucking gender roles, continues to be a hit with viewers. The most recent offering Hero Gayab Mode On, a sci-fi tale of a young man finding an extraordinary power to help him defeat evil forces, opened to great reviews for its fresh storyline and breath-taking visuals. The channel is now gearing up for the launch of Wagle Ki Duniya, a celebration of the aspirations of today’s middle class, the story takes a leap forward and is set in today’s time with the new generation of Wagle and family.
Sony Sab business head Neeraj Vyas said, “At Sony Sab, we create shows that not only entertain our viewers but also bring them joy. If there’s anything that 2020 has taught us, it would be to stay hopeful, happy and healthy. Therefore, as we enter the new year, we all need something to relieve the stress and help us take a refreshed view of our health and well-being. We are glad to partner with Dr Anjali Chhabria, who also accredits a happy and positive outlook as the secret to good health, mind and body. Through our content we continue to provide audiences the opportunity to bond and regale with their families, to laugh and to simply spread the happiness.”
MD psychiatrist Dr Anjali Chhabria said, “At a time when we’re surrounded by overwhelming negativity and incredible stress, being happy can help to a great extent. Happiness is the antidote to stress and sometimes we need an external stimulus to feel happy. Sharing a good laugh while immersing oneself in a funny story, spending time with loved ones– can all help us feel happy. And it has been proven by various studies time and again, happy people are healthy people. Happiness and health go hand in hand. And that is what we need as we step into the new year. A future filled with happiness and health to help us overcome the difficult year we’ve all had.”
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.
