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Zee Ganga unveils its new avatar with brand ambassador Nirahua
Mumbai: Zee Ganga, the upcoming complete Bhojpuri destination for original content is keeping up its promises of amplifying the excitement levels of the Bhojpuri audience. The popular GEC ropes in eminent Bhojpuri superstar Dinesh Lal Yadav aka Nirahua to drive its grand brand campaign.
A multi-media high-impact campaign with a stellar programming line-up has been planned to create a strong viewer portfolio. The channel will focus on bringing interesting and inspiring stories in a language that is most relevant to the audience from 20 September.
“Zee Ganga is an epithet of the rising aspiration of the Bhojpuri audiences. The brand & the content philosophy reflects the progressive Bhojpuri dreams and aspirations keeping the culture & rootedness intact. Refreshed and rebranded Zee Ganga is a true reflection of these core values,” said Zee Entertainment Enterprises Ltd, cluster head, East, Samrat Ghosh. “We are excited to partner Nirahua as the brand ambassador of Zee Ganga & this partnership further strengthens the same brand promise. This is in line with our efforts to build a wholesome Bhojpuri family entertainer, a platform that celebrates Bhojpuriyat in the true sense along with resonating the voice of the evolving mindset within the region.”
Helmed by its culturally-rooted slogan ‘Har Pal Aviral’, Zee Ganga aims to bring alive the innate unstoppable Bhojpuri spirit. The brand is built around the consumer truth of the region that Bhojpuriyas never stop in the face of hardships and carve their path to the future with courage and tenacity.
In that essence, superstar Nirahua resonates and personifies these very beliefs, principles, and culture of the region. His awe-inspiring journey from a singer to superstardom builds a strong relatable and inspiring connect with the audience. It is Nirahua’s indomitable will and tenacity that makes him one of the most longstanding beloved personalities in the region and the biggest family entertainer. Bringing Nirahua on board is a strategic step in the direction to strike the right chord with the viewers and further the message of togetherness and aspiration.
“In a region like Bihar, Jharkhand and Poorvanchal, where people have learned to thrive irrespective of lack of resources and have limited opportunities, family values hold great significance. It hence becomes imperative that we acknowledge and bring forward these values and tales to which the audience can relate to. Hence, Nirahua is an appropriate choice for the brand,” said Bhojpuri Cluster, senior vice president, Amarpreet Singh Saini on roping in Nirahua. “He is the perfect example of everything Zee Ganga represents, i.e., hard work, family values, resilience, and above all unstoppable Bhojpuri spirit. And with such an icon introducing our original content and new line up we are more than confident that our viewers will instantly connect to and feel rejuvenated with the change.”
Celebrating the Bhojpuriya spirit with full gusto, the fresh slate of content comprises of 14 hours of originals: 10 hours of four fictional shows and four hours of one non-fiction show; 500+ titles featuring blockbuster and latest Bhojpuri films; and a line-up of some of the biggest events in the category. With this, Zee Ganga becomes the only channel in the category to launch original fictional shows. The line-up features multi-genre shows which are socially conscious, entertaining, and brings the region’s most popular talent together. The stories resonate with the core values of the target audience of being relentless, tenacious, and a never-give-up attitude, said the statement.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
