GECs
ZEE Network announces their new campaign ‘Dilfluencers’
Mumbai: ZEE Network is set to announce the launch of their new campaign ‘Dilfluencers’.
The latest campaign emphasizes that its most loved TV characters are far more than just social media stars but are a daily companion to the millions of viewers whose hearts they touch on a daily basis, therefore dubbing them as ‘Dilfluencers’. A campaign film featuring Jackie Shroff humorously shifts the focus from conventional social media shoutouts to the powerful everyday influence ZEE’s characters wield. The messaging for ‘Dilfluencers’ is rooted in #SachTohYehiHai, underscoring how ZEE’s characters have, since 1992, evolved into symbols of resilience and empowerment, producing over 5 lakh episodes and 3 lakh+ hours of content. Serving as a daily companion to 174 million people, ZEE’s characters capture the evolving aspirations of viewers, championing themes like equality, reverse parenting, and second chances. ‘Dilfluencers’ creates an opportunity for brands to leverage the authenticity and deep-rooted trust these characters command, making connections that extend beyond social media into the everyday lives of audiences across Bharat.
ZEE chief growth officer, digital & broadcast revenue, Ashish Sehgal said, “In a culturally diverse country like India, our ‘Dilfluencers’ resonate with viewers across multiple demographics. With a network reach of 859 million viewers, including 439 million females, ZEE connects with the key decision makers of every household. Our weekly organic cumulative reach on social is 960 million which makes ZEE’s characters indispensable for brands to influence household choices. These characters are more than on-screen personas—they are deeply relatable figures in viewers’ lives, offering brands a unique opportunity to tap into their trust and loyalty. Television has built these iconic characters, while digital media has amplified engagement, adding new dimensions. Branded content leveraging ZEE Influencers has already delivered impactful results, and with this launch, we aim to scale this success, offering partners an unmatched connection with households across India.”
ZEE CMO, content SBU, Kartik Mahadev said, “At Zee, our storytelling is consumer inspired, it reflects the evolving aspirations of our audiences, feels authentic and creates emotional resonance required to propel change. Our characters today take on roles as bankers, bakers, entrepreneurs, and teachers, they spark cultural conversations and foster a deep sense of community. It isn’t enough for influencers to just wear a product. Through ‘Dilfluencers’ we are going further, enabling brands to harness the halo of our most trusted TV characters and their unique ability to shape life choices, coupled with a digital video delivery that feels personal. This initiative brings the best of two worlds, the equity building power of TV personas and the flexibility of digital delivery that can be targeted to hyperlocal audiences, creating empathy at scale.”
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.
