iWorld
“We believe powerful storytelling sparks relatable conversations driving positive change”: ZEE5’s Abhirup Datta
Mumbai: With the ever-evolving consumer preferences, content too is rapidly transforming, especially in the AVOD platforms. ZEE5, one of the major OTT players in India, is at the forefront of this revolution, curating engaging and diverse content to meet the demands of today’s digital audience.
From captivating originals to socially relevant initiatives like #NoNaariNoShakti and #ZEE5GameChangers, ZEE5 is not just reshaping entertainment but also fostering societal dialogue and meaningful engagements.
Catching up with ZEE5’s head – AVOD marketing Abhirup Datta, who is
driving the overall AVOD growth and development agenda by increasing users, videos viewed, time spent and in building brand affinity with best-in-class customer experience, Indiantelevision.com delved into ZEE5’s content curation, their #NoNaariNoShakti and #ZEE5GameChangers initiatives driving societal changes, unique challenges in the AVOD space and more…
Edited Excerpts:
On ZEE5 curating and ensuring its AVOD content in Hindi and regional languages remains engaging and relevant amid evolving viewer preferences
At ZEE5, our approach to curating AVOD content is deeply rooted in understanding and adapting to evolving viewer preferences. Adopting a consumer-centric approach, we carefully curate a content pipeline featuring exclusive titles, nostalgic classics, direct-to-digital releases, e-sports, devotional content, kids’ content, and catch-up TV, enabling access to high-quality content at any time on our platform. In 2023 alone, we launched a plethora of movies, web shows, and exclusive films like ‘Ardh’ with Rajpal Yadav, ‘Am I Next’ with Anushka Sen, and Priyamani’s ‘Sarvam Shakti Mayam’. This year as well, we continue to offer quality and impactful stories like our recent AVOD original ‘Kaam Chalu Hain’.
Our content library comprises of more than 2000 plus free movies across languages catering to diverse regions pan-India. Through the rich legacy of ZEEL (Zee Entertainment Enterprise Ltd), ZEE5 is also home to over 1400 GEC shows spanning 10 plus languages including Hindi, Marathi, Bengali, Malayalam, Telugu, Tamil, etc. On AVOD we also stream popular international titles and K-drama series dubbed in local languages. Localisation of content via dubbing and subtitling, along with the rise of affordable high-speed internet and increased smartphone accessibility, has contributed significantly to the growth of the AVOD segment.
Lastly, we also craft innovative brand campaigns to facilitate access to premium content. For example, campaigns such as “ZEE5 Manoranjan Festival,” “Any Time Manoranjan”, “Azadi Ka Jashn, ZEE5 Ke Sang”, and “ZEE5 Kids Festival”, amongst others enable our audiences to explore and engage with diverse content. We also successfully forayed into esports with IESF Big Bang Asia Open 2023 and sports streaming with ILT20.
On ZEE5’s innovation with campaigns like #NoNaariNoShakti and #ZEE5GameChangers to foster meaningful engagements and contribute to societal dialogue
At ZEE5, we believe in the power of storytelling to create meaningful, relatable conversations and drive positive change. With #ZEE5GameChangers, our goal is to connect, collaborate, and communicate with our viewers through socially relevant stories. In line with the initiative, ZEE5 offers titles like ‘Sirf Ek Banda Kaafi Hain’, ‘Duranga’, ‘Abar Proloy’, ‘Lakadbaggha’, ‘Lost’ ‘Ayali’, ‘Mrs Undercover’, and ‘Chhatriwali’, amongst others. On the other hand, #NoNaariNoStory championed women-led narratives against the backdrop of International Women’s Day. The campaign was unveiled with a “Social Media Glitch” executed across our social media platforms. It showcased key visuals of popular ZEE TV shows airing on ZEE5 featuring male leads alone. Through this, it creatively portrayed the intrinsic role female characters/leads play in our stories. Leveraging activations, influencer collaborations, and user-generated content contests, the campaign trended on social media, garnering significant engagement and reach. With initiatives like #NoNaariNoStory and #ZEE5GameChangers, we deepen our commitment to delivering diverse and engaging content experiences while solidifying our position as a leading AVOD streaming platform.
On the unique challenges that ZEE5 faces in the AVOD space, and how does it address them
Navigating the dynamic OTT landscape presents ZEE5 with unique opportunities for growth and innovation. Maintaining campaign freshness, engagement, and ongoing user interest is crucial for us, as meeting the rising demand requires constant innovation to satisfy our ever-evolving digital audience’s expectations. For this, we collaborate with the relevant creators to offer more engaging storytelling to our audiences. We realise that audiences are value-conscious and have tailored our AVOD model to perfectly meet the diverse needs of our viewers. Through our brand campaigns, consumers can experience a variety of content and make well-informed decisions. We also aim to engage our viewers through short format festive content in terms of ‘Festive Look’, ‘Shop like a star’, ‘High 5 with ZEE5’ amongst others.
We also focus on creating unique and engaging properties, through exclusive content, and exploring new genres and formats. Moreover, our platform features properties like ZEE5 World Hits and ZEE5 Spark, offering premium international titles dubbed in local languages. Additionally, our expansion into e-sports streaming with ILT20, devotional content, and diverse brand campaigns has kept our audience engaged and growing.
On examples of ZEE5’s collaboration with influencers or celebrities to amplify its AVOD content
We have been successfully using meme marketing to build online buzz for some of our launches. These memes, often featuring favourite actors in funny or relatable contexts, organically drive traffic due to their shareable nature. This further increases the visibility and engagement around our AVOD content leading to higher viewership. This approach not only boosts visibility but also fosters engagement around our AVOD content.
We curated an influencer campaign for the launch of our latest AVOD original ‘Kaam Chalu Hain’. For this, Rajpal Yadav, who plays the protagonist role in the film, created content with influencers like Atharva Sudhame, RJ Mahavash, Danny Pandit, amongst others to drive awareness about the plot of the film. Within the span of a few days the campaign received positive reception and views. In the past, we have also launched ‘Yaadein’ with Anu Kapoor, featuring some of our iconic shows of the 90s and 2000s.
Additionally, we have been leveraging our TV stars to build a deeper and direct connection with our viewers. For example, the promos of our most recent AVOD brand campaign “Serial Killer” saw prominent collaborations with top leads like Sana Sayyad and Paras Kalnawat of the Hindi serial ‘Kundali Bhagya’; Shivani Rangole and Hrishikesh Shelar of the Marathi serial ‘Tula Shikvin Changlach Dhadha’; Ankita Mallick and Soumyadeep Mukherjee, leads of the Bangla serial ‘Jagadhatri’. Through this campaign, we empower women to watch their desired content at their convenience highlighting the flexibility of our platform. On similar lines, we also released the ‘Entertainment Not Out’ campaign, back in 2023, with promos starring top leads from various regions, talking to the women viewers, reiterating to not miss their favourite content by watching it on ZEE5.
On ZEE5’s plan to leverage partnerships to expand its brand reach and impact
We at ZEE5 strategically partner with well-regarded ecosystem players to expand the reach of our content and further widen our audience base. For example, ZEE5 collaborated with prestigious platforms like the Dadasaheb Phalke International Film Festival (DPIFF) and Iconic Awards to not only recognise the industry’s achievements but also to bring the magic of cinema and art closer to its audiences. Additionally, at ZEE5, we believe in creating immersive experiences, and celebrations which are an integral part of our cultural fabric. Taking that forward, we partnered with the iconic Ganesh Galli’s Mumbaicha Raja pandal under our festive campaign ‘Manoranjana Cha Raja’ and about 35 pandals during Durga Pujo, offering darshan and aarti via live streaming straight from the pandal directly to the screens for millions of viewers across India. In line with ZEE5’s digital-first philosophy, we also collaborated with Kyoorius for Designyatra 2023. Here, we hosted multiple workshops and created an AR/VR tech space zone at the event to further expand our brand credibility and impact.
On the key initiatives and plans that ZEE5 has in its AVOD roadmap for FY 2024
In 2024, we are further strengthening our AVOD catalogue with beyond TV content, bringing sports tournaments, exclusive titles, originals, and devotional content, amongst others to reach the audience at large. We started the year with yet another impactful title ‘Kaam Chalu Hain’ which has been receiving positive reception from our viewers.
As we mentioned earlier, we also launched the “Serial Killer” campaign recently. The campaign humorously addresses the common scenario of husbands interrupting TV serial watching, especially during the cricket season. Through this we aim to highlight the flexibility of watching a wide range of content on ZEE5 for free, anytime and without interruptions from the “serial killer” at home.
Along with this, we will continue to host targeted brand campaigns like ‘Entertainment Not Out’, ‘ZEE5 Manoranjan Festival’, ‘Any Time Manoranjan’ to broaden access to our diverse content library, leveraging high engaging periods like monsoon and the festive season. We shall stay committed to creating unique and engaging properties through continuous innovation and strategic collaborations with creators and partners.
Gaming
India’s new online gaming rules take effect today, banning money games and creating a regulator
The rules, in force from today, separate e-sports from gambling and impose jail terms and stiff fines on violators
NEW DELHI: India’s online gaming sector woke up this morning to a new reality. The Promotion and Regulation of Online Gaming Rules, 2026, came into force today, May 1st, turning a year of legislative intent into enforceable law. The message from New Delhi is blunt: e-sports and social games are welcome; online money games are not.
The rules operationalise the Promotion and Regulation of Online Gaming (PROG) Act, passed by Parliament in August 2025. Together, they represent the most sweeping regulatory intervention India has made in its booming digital gaming market, one that generated Rs 23,200 crore in 2024 and is projected to grow at a compound annual rate of 11 per cent to reach Rs 31,600 crore by 2027. The stakes, in every sense, could not be higher.
A sector out of control
The urgency behind the legislation is not hard to find. An estimated 45 crore Indians have been affected by online money gaming platforms, with losses exceeding Rs 20,000 crore. Addiction, financial ruin, money laundering, and suicides have all been linked to the sector. Seventy-seven per cent of the market’s revenues came from transaction-based games, a figure that made regulators deeply uneasy.
The government’s response, effective as of today, is categorical. Online money games, whether based on chance, skill, or any mix of the two, are banned outright. So is their advertising, promotion, and facilitation. Banks and payment processors are barred from handling related transactions. Unlawful platforms can be blocked under the Information
Technology Act, 2000.
The penalties are designed to sting. Offering or facilitating online money games can attract up to three years in jail and a fine of up to Rs 1 crore, or both. Repeat offenders face a minimum of three years, extendable to five, with fines between Rs 1 crore and Rs 2 crore. Advertising such games carries up to two years in prison and fines of up to Rs 50 lakh, with repeat violations attracting higher penalties still. Cyber cell officers at state and union territory levels, including at police station, district, and commissionerate levels, are empowered to investigate offences.
The new sheriff in town
At the centre of the new framework sits the Online Gaming Authority of India, a digital-first regulator constituted as an attached office of the Ministry of Electronics and Information Technology, headquartered in Delhi. It is chaired by the additional secretary of MeitY and includes joint secretary-level representation from home affairs, finance, information and broadcasting, youth affairs and sports, and law and justice, a deliberately multi-sectoral design built for a complex sector.
The authority’s powers are broad. It will maintain and publish lists of online money games, investigate complaints, issue directions, orders, and codes of practice, hear appeals on user grievances, and coordinate with financial institutions and law enforcement to ensure effective and timely action.
Its decisions on game classification are to be completed within 90 days, a time-bound commitment that industry players have welcomed after years of regulatory ambiguity. Classification can be triggered by the authority acting on its own initiative, by an application from a service provider, or by a notification from the central government. Games will be assessed on objective factors: whether stakes are involved, whether players expect monetary winnings, the revenue model, and whether in-game assets can be monetised outside the game. The outcome is recorded in a determination order specific to the game and provider.
E-sports gets its moment
While the crackdown on money gaming dominates today’s headlines, the rules also carve out a structured path for e-sports and online social games. Registration, required when notified by the central government, applies to all games offered as e-sports and is based on factors including risk to users, scale, financial transactions, and country of origin. A successful application yields a digital certificate of registration with a unique number, valid for up to ten years. Service providers must display registration details, designate a point of contact, comply with data retention requirements, and follow directions on facilitating payments.
Online money games are explicitly ineligible for recognition or registration as e-sports under the National Sports Governance Act, 2025. The separation is deliberate, and the industry has noticed.
Akshat Rathee, co-founder and managing director of NODWIN Gaming, called today’s operationalisation “encouraging,” pointing to publisher-led registration of esports titles and a time-bound determination process as creating “much-needed certainty for all stakeholders.” He added that the “continued emphasis on clearly separating esports from online money gaming is critical in preserving the integrity of competitive gaming as a skill-driven discipline.” He described it as “a proud moment to see official acknowledgement of the broader benefits of responsible esports and gaming, from building confidence, discipline, and teamwork to creating new career pathways for young talent,” and said the framework sets “a strong foundation for the ecosystem to scale in a more structured and globally competitive manner.”
Animesh Agarwal, co-founder and chief executive of S8UL, was equally bullish. “This clarity is critical in unlocking investor confidence and attracting multi-genre brands, while also enabling organisations to take a more long-term view, whether in investing in talent, scaling teams, or building globally competitive formats,” he said, adding that it “strengthens trust among audiences and mainstream stakeholders, positioning esports not just as a sport, but as a fast-growing youth entertainment category in India.”
But Agarwal urged caution on several fronts. There remains limited clarity around financial frameworks, particularly in how esports earnings are treated by banks and financial institutions. A well-defined pathway for the formal recognition or registration of esports teams is still evolving, as are structured player protections. He also called for smoother visa processes for esports athletes competing in international tournaments and for government support in developing infrastructure, including bootcamps, training facilities, and access to high-performance equipment across titles.
Vishal Parekh, chief operating officer of CyberPowerPC India, pointed to downstream effects on education and careers. “With formal recognition and policy backing, colleges and institutions are more likely to take the sector seriously, whether through dedicated esports infrastructure, training programmes, or curriculum integration,” he said, adding that this helps students view gaming as a viable career spanning roles across competitive play, content, game development, and allied industries. He noted that as esports gains prominence in global multi-sport events, the framework strengthens India’s position in international competitive gaming, and called on the ecosystem to provide the right infrastructure and access to high-performance hardware to unlock opportunities in talent development and job creation.
Protecting users, one safeguard at a time
The rules introduce a layered system of user protections calibrated to the risk profile of each game. These include age verification, age gating, time restrictions, parental controls, user reporting tools, counselling support, and fair-play and integrity monitoring. Service providers must disclose their safety features and internal grievance mechanisms when applying for determination or registration.
A two-tier grievance redressal system sits atop these safeguards. Users who are dissatisfied with a platform’s resolution can escalate to the authority within 30 days. The authority aims to dispose of such appeals within a further 30 days. A second appeal lies before the secretary of MeitY, who must also endeavour to resolve matters within 30 days. Enforcement proceedings will be conducted in digital mode wherever possible, with cases targeted for resolution within 90 days from receipt of a complaint.
Penalties under the framework are proportionate, taking into account gain from non-compliance, loss to users, the gravity of the offence, and whether violations are recurring. Mitigation efforts by service providers will also be considered when determining penalties. All penalties imposed under the Act will be credited to the Consolidated Fund of India.
The money follows the rules
For investors and founders, the implications are immediate and significant. Sagar Nair, head of incubation at LVL Zero Incubator, a 100-day sprint designed to accelerate early-stage gaming startups across India, argues that with real-money gaming now prohibited, capital will shift “away from transaction-driven models toward content-led, IP-driven, and global-first gaming businesses.” He acknowledged trade-offs: for operators with exposure to real-money formats, the market becomes more restrictive in the near term. But he argued that by clearly separating esports and non-money gaming from online money gaming, “India is positioning itself as a hub for responsible, creative, and scalable game development.” The opportunity, he said, is “to view India not just as a monetisation-first market, but as a talent, IP, and scale market,” adding that “for founders and investors willing to adapt, this shift could ultimately strengthen India’s position in the global gaming landscape.”
The government frames the wider impact in equally ambitious terms: a boost to India’s creative economy and digital exports, new career pathways for young people, protection for families from predatory platforms, and a stronger voice in global digital governance. India, it argues, offers a model for other countries grappling with the same tensions between gaming’s economic promise and its social risks, one that shows innovation and strong safeguards need not be mutually exclusive.
Whether the framework delivers on those promises will depend on enforcement, always the hardest part. But from today, the architecture is firmly in place: a regulator with teeth, a classification system with deadlines, penalties designed to deter, and a clear dividing line between games that build careers and games that destroy finances. For a sector that has grown fast and governed itself loosely, May 1st, 2026 is the day the free ride ends.
