English Entertainment
Zee Café’s Breaking Bad unites brands in a fun banter on X (Twitter)
Mumbai: Zee Café has been trending on social media, making all the right noise about the premiere of Breaking Bad. The highest-rated show on IMDb is now available with a Hindi language option for the first time for Indian audiences on the channel and after successfully pulling the attention of viewers with some unique activities and assets, Zee Café’s #BreakingBadOnZeeCafe trend went viral on X (formerly Twitter) recently.
For the uninitiated, Zee Café had roped in Gulshan Grover for a fun promo that introduced the show, and popular influencer Tanmay Bhatt also mentioned Breaking Bad – Hindi in one of his videos on the YouTube channel Overpowered AI, where he also re-imagined Shah Rukh Khan as Walter White a.k.a Heisenberg through an AI video.
To take the banter around Heisenberg and Breaking Bad further, and engage with consumers and brands alike, Zee Café recently initiated a banter amongst brands by putting a spin on the most iconic relationship of Breaking Bad. Oh, it’s not Heisenberg and Jesse, but Heisenberg and chemistry! “Heisenberg ko Chemistry mein aur Breaking Bad ko content mein koi hara nahi sakta” tweeted Zee Café from their X handle.
From there, it was a flurry of tweets from a range of brands including &TV, &flix, Moj, ShareChat, Zing, Hitz Music, Bhanushali Studios, Montra Electric and Comedy Culture, sharing their comparisons with ‘Heisenberg ki chemistry’.
This brand banter was a fresh and fun-filled communication strategy, breaking the monotony from the usual brand and consumer conversation and showcasing the relevance of social media first campaigns. Brands came forward and spoke about their unique propositions while linking it to Breaking Bad, collaborating with each other. Isn’t that cool?
In the meantime, watch Breaking Bad with a Hindi language option every weekday at 10 pm, only on Zee Café
English Entertainment
ZEE5 UK partners Narrative Entertainment to add UK channels
Six FAST channels added as platform sharpens hybrid play in Britain
LONDON: ZEE5 UK struck a first-of-its-kind deal with Narrative Entertainment, bringing mainstream UK television channels onto an Indian streaming platform as it pushes to deepen its footprint in a crowded, mature market.
The partnership adds six of Narrative’s FAST channels to the service, including Great! Movies, Great! Romance, Great! Mystery and kids brands POP, Tiny Pop and POP UP, widening ZEE5 UK’s appeal across genres and age groups.
The move reflects a clear shift in strategy. ZEE5 UK is betting on a hybrid model that blends on-demand content with curated, always-on channels to drive discovery and increase time spent on the platform.
“This partnership represents a meaningful evolution in how we serve audiences in mature markets like the UK, where viewers are defined by habits, convenience and choice rather than geography or language alone,” said Parul Goel, territory head, Europe, Zee Entertainment. “By bringing trusted mainstream UK channels together with our premium originals, movies and kids’ content, we are building a more consumer-centric platform that simplifies viewing while increasing depth and relevance.”
Fateha Begum, commercial director, Narrative Entertainment, said the tie-up would fuel growth for both sides. “Our portfolio of quality programming, with such wide and enduring appeal, is a perfect complement to ZEE5 UK. This is a strong partnership that will support growth for both parties, and we share Zee Entertainment’s vision of an increasingly partnership-led future for the industry.”
ZEE5’s global library spans over 4,000 films and more than 500 originals, with over 130 new titles added annually. The addition of Narrative’s channels strengthens its kids offering and introduces genre-led linear experiences alongside its on-demand catalogue.
The deal also gives Narrative access to ZEE5 UK’s fast-growing user base, extending reach without diluting brand identity, while reinforcing ZEE5 UK’s network of more than 40 live channels.
As streaming wars intensify, ZEE5 UK is widening its playbook, blending content, convenience and partnerships in a bid to win screen time in one of the world’s toughest markets.
