GECs
ZEE and Helo App crafts in partnership
MUMBAI: Delivering on its promise of meeting brand objectives by providing solutions with exceptional incremental value to its clients through a platform agnostic approach, the Content & Partnerships vertical of Zee Entertainment Enterprises Ltd (ZEEL) has taken brand solutions to newer avenues. By keeping the platform with the single largest reach – Television at the core along with other mediums to further amplify the message, an integrated campaign was curated with the social media app Helo on Zee TV’s dance reality show- Dance India Dance Season 7 that secured an exceptional reach of 35 M+.
Keeping the key purpose of providing innovative brand solutions on Television at its core, this pioneering initiative aims to offer exclusive multi-platform content programming running parallel to on-air content. The initiative will thereby enable its viewers to have an immersive experience and generate personalized content.
A 360-degree promotional strategy was formulated by bringing exclusive and engaging content from Dance India Dance’s latest season to Helo’s 50 M monthly active users. The campaign secured a cumulative reach of 35 M+ for its content from Dance India Dance. The show’s social media engagement increased to 725 M+ views, increasing the follower base by 1.3 M+ followers.
With 9.2 M+ interactions, Helo provided a platform for exclusive Dance India Dance content to drive social native content and build better brand connect through 925M+ Hashtag views, 96M+ Video views, 9.2M+ interactions & 723K+ likes.
Advertisement Revenue, ZEEL, Chief Growth Officer, Ashish Sehgal, commented “While Television remains a strong platform to deliver value to our clients, ZEE aims to build an ecosystem wherein brands leverage multiple mediums to create content with us for audiences across platforms. Through this partnership, we are highlighting our expertise of helping brands achieve an incremental reach with social-first native content, using our mediums for content marketing to amplify their presence across platforms. We will continue to innovate and develop customized platform-agnostic solutions for brands, which will achieve specific campaign objectives focusing on organic engagement and delivering maximum reach, amplification and community impact.”
GECs
Asianet Television Awards 2026 celebrates women power in Malayalam TV
“She is the Colour” theme honours icons as ceremony airs on March 14 and 15 at 7 PM.
MUMBAI: If television lights up living rooms, this year Asianet decided to let women provide the colour. The Asianet Television Awards 2026 turned the spotlight firmly on women empowerment with the theme “She is the Colour”, celebrating the strength, resilience and achievements of women who continue to shape society and the Malayalam entertainment industry.
The ceremony honoured several distinguished personalities whose journeys have left a lasting cultural imprint. Among them was legendary playback singer Vimala Varma, widely recognised as the first Malayalam playback singer. The evening also paid tribute to Padma Shri awardees Devaki Amma and Vimala Menon for their exceptional contributions in their respective fields.
Leading women from the Malayalam film industry were also recognised during the event, including actor Shweta Menon, who currently serves as president of the Association of Malayalam Movie Artists, and National Award winning actor Surabhi Lakshmi.
The awards ceremony brought together a glittering lineup of actors and industry figures, including Jayasurya, Vijay Babu, Asha Sarath, Lena, Esther Anil, Anumol, Akhila Bhargavan, Sarayu Mohan, Prajod Kalabhavan, Gayathri Suresh, Sabumon Abdusamad, Swasika, Tini Tom, Sijoy Varghese, Kailash, Veena Nandakumar, Sabareesh Varma, Ansiba Hassan and Dinesh Prabhakar. Kishan Kumar, executive vice president Malayalam at JioStar, was also present at the event.
Beyond individual recognitions, the awards celebrated excellence across Malayalam television, acknowledging artists and technicians whose work continues to drive the industry forward.
The evening also offered plenty of spectacle, with elaborate dance performances, stunt acts and comedy skits performed by popular television and film personalities, turning the ceremony into a full fledged entertainment showcase.
Viewers will get to watch the celebrations when the Asianet Television Awards 2026 air on Asianet on March 14 and 15, Saturday and Sunday, from 7 pm onwards, bringing the star studded tribute to homes across Kerala and beyond.
