GECs
Sushma for ceiling on entertainment tax
The lack of standardisation of entertainment tax as applied in various parts of the country has been a sore point for a long time now. This looks set to change if information and broadcasting minister Sushma Swaraj is to be believed.
“The government is keen to bring about a rationalisation of entertainment tax,” Swaraj told the Economic Times on Friday.
If what she says comes true it will be welcomed with relief in the film industry especially which has been asking for precisely this for a number of years now. Entertainment tax ranges from around 14 per cent to more than 100 per depending on the state. In India, entertainment tax is a state subject which is why rates vary from state to state.
Swaraj said the issue would be high on the agenda of the state information ministers conference being held in the capital on Sunday. Swaraj said the Central government would try to bring about a consensus among states for putting in place a ceiling for entertainment tax.
While cinema has been at the centre of the debate about entertainment tax, the cable industry would be also very interested in the developments because they have also been raising similar arguments.
Cable operators have been up in arms in the western state of Maharashtra for a year now following the doubling of entertainment tax there to 30 per cent last year.
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.
