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Zee Marathi extends its prime time with ‘Dil Dosti Duniyadaari’
MUMBAI: Zee Marathi will add muscle to its programming line-up by extending the prime time slot to 10.30 pm with the launch of Dil Dosti Duniyadaari. This new offering targeted at the young generation of Maharashtra, is about six youngsters who discover friendship, family, love and life together under the same roof in Mumbai. The show is produced by Sanjay Jadhav’s production Dreaming Twenty Four Seven.
This differential offering has been promoted on the channel and through cross channel promotions. The campaign focuses on the ‘fun element’ amongst friends and the off-air and on-air campaign has reiterated this communication thought. The off-air has been largely driven through social media and outdoors. The outdoor campaign has been planned strategically in college areas apart from the Marathi speaking areas. Focused primarily in Mumbai and Pune but with presence in other markets of Maharashtra it includes not just billboards but also heavy use of transit media like bus shelters, bus panels and railway platform boards especially.
Another key innovation in the campaign has been the association with Café Coffee Day across 34 outlets at college zones and popular shopping zones in Maharashtra. The association would see branding at CCD outlets apart from a specially crafted combo meal for six christened as the Dil Dosti DuniyadaariCombo.
The social media campaign has been designed to target the 15-30 year old netizen with interesting viral videos shot specifically for the medium introducing the six protagonists of the show in a comic and entertaining way. Promotions pan across the official Zee Marathi Facebook page and on the Zee Marathi YouTube channel. Promotions on Whatsapp are also on the anvil post launch. The viral videos have received a positive response and are trending.
Zee Marathi business head Deepak Rajadhyaksha said, “The extension of the prime time was a natural progression as we aim to raise the bar in the regional space and look to further consolidate our position in the Maharashtra market. The show at this slot is designed to target the younger generation. The characters in the show are very relatable to the youth as they all portray various facets of this generation like fun-loving, smart, caring, responsible, ambitious youngsters with a streak of craziness in all of them. It portrays how friendship plays a vital role in your transition from being a dependent to an independent person. Where one finds a vital support system in their friends and they become your extended family. Dil Dosti Duniydaari will help us connect better with the youth as they will have an offering to call their own and also help us prepare an audience for the future.”
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.
