GECs
Star Gold introduces two properties to end 2005
MUMBAI: Star Gold has lined up two properties to wind up 2005, the year which saw its re-launch. To begin with, the channel will introduce the concept of Pure Gold Triple Premiere where a movie will premiere on three Star channels on the same day. This will be followed by a Super Six package of six movies/events starting10 December.
To promote Super Six, Star Gold will unveil a promotional campaign featuring Bollywood star Rajpal Yadav.
According to the Super Six concept, Star Gold will telecast three movies/events on Saturday and three more on Sunday. Starting Saturday 10 December, at 1 pm, on every Saturday and Sunday, some of the most critically and commercially acclaimed blockbusters and popular events will be showcased as part of the Super Six line-up.
Some of the movies Star Gold has lined up include Kya Kool Hain Hum, Main Hoon Na, Black, Swadesh, Lakshya, Hulchul, Ab Tak Chhappan, Fida, , Gayab and Hera Pheri. Some of the events that will be showcased include the spectacular IIFA Awards 2005, Amsterdam; the Star Screen Awards and more, states an official release.
Yadav will star in the promotional campaign for Super Six as the astrologer Jyotishi Bhagwan Bharose Futurewale Baba and hosts lead-ins to all movies/events, analyzing them in hilarious astrological fashion. Viewers will also be given an opportunity to win a gold coin in every break of Super Six through an SMS-based contest.
Ahead of the Super Six series, Star network will try to bring a multiplex experience to its viewers by introducing an innovating programming strategy Pure Gold Triple Premiere. A movie will premiere on three channels on the same day and the campaign will begin with the premiere of Viruddh on 4 December. Audiences, therefore, will have three chances to watch the premiere of Viruddh, just like the multiple opportunities to catch a movie at a multiplex, the release adds. Star Gold will premiere the movie at 1 pm while Star Plus will follow suit at 4 pm. Star One will telecast Viruddh at 8 pm.
While the hardcore movie buffs will tune-in at 1 pm to watch Viruddh on Star Gold; families across India will switch on Star Plus at 4 pm and affluent upscale audiences will choose Star One at 8 pm to watch the premiere, the channel expects.
Says Star India EVP Marketing Ajay Vidyasagar, “Television viewing habits are changing and at the Star network we have seen that there is a huge audience for television viewing n the weekends. On television, Hindi film is the second biggest genre after Hindi general entertainment. Every weekend, then, Super Six on Star Gold, will bring to viewers the best of Hindi movies and film based events. With so much great Bollywood entertainment every Saturday-Sunday, weekend television will truly never be the same again. In addition, the unique triple premiere of Viruddh will extend to diverse audiences our promise of bringing to viewers the best and most recent hits of the Hindi film industry.”
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.
