GECs
Third Playwin draw throws up 139 big winners
Show them the money. That is precisely what Zee group-promoted Playwin Infravest is doing. A total of Rs 60.15 million was handed out in the third draw held on 11 April.
And to make sure that the message gets through, Zee is telecasting Playwin’s results live on Zee TV, Alpha Bangla, Kalanithi Maran’s Sun Network channels – the Tamil language Sun TV and Kannada language Udaya – as well as Malayalam language channel Asianet between 9 and 9:30 pm.
The third draw fetched Rs 391,638 each for 139 players (“lakhpatis”) whose five numbers matched the drawn numbers. The draw, announced during the new Zee show Khelo Number Khelo saw the rolling down of the Rs 50 million jackpot, in the absence of a jackpot winner. Over 100,000 players won cash prizes for getting four and three matching numbers. The other winners included 6,173 people who had four matching numbers with Rs 370 each and 97,146 winners with three numbers matching Rs 50 each.
According to Playwin officials, the week’s draw logged in five million bets in six days compared to four million bets in the last week. The draw, announced initially during the celebrity talk show Jeena Isi Ka Naam Hai, has now shifted to Khelo Number Khelo, a game show hosted by Archana Puran Singh on Thursday evenings.
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.
