GECs
Sony’s ‘Maharana Pratap’ completes 400 episodes
MUMBAI: Sony Entertainment Television’s (SET) historical show Bharat Ka Veer Putra Maharana Pratap recently completed a milestone of 400 episodes.
Contiloe Telefilms producer Abhimanyu Singh said, “Maharana Pratap is one of our landmark shows. Leap will showcase the siege of Chittor, which is a sad chapter in our history. However it reflects the true spirit of our freedom fighters who did not lose hope in such adversity and showed great courage and bravado. We are going to take the help of VFX to show this conflict and give it the required scale. We are introducing new and well known characters in the show. It will be interesting for the audience to watch another episode of history unfold.”
SET chief creative officer Ajay Bhalwankar added, “It is a really good feeling that our show completed a milestone of 400 episodes. It is a joyous moment for all of us associated with this show. We wish that the show completes many such episodes and keeps entertaining everyone.”
Actress Rachana Parulkar, who essays the role of Ajabde in the show, said, “I am overwhelmed with the response of the viewers’ towards the show. It is a moment of pride to see our show complete glories 400 episode. We promise to live up to the expectation of the audience by giving our best performance.”
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.
