GECs
ZEE ONE Shines Bright in Cannes
MUMBAI: When it comes to bold ideas, Zee has always loved doing things differently. And this week in Cannes, the brand took that spirit to dazzling new heights. As the global television industry gathered for Mipcom 2025, Zee made history as the first Asian broadcaster to take over one of the largest LED screens along the legendary Croisette. From sunrise to sunset and long after the massive display of Zee One lit up the promenade, stopping people in their tracks and sparking real excitement.
With over 15,000 visitors and delegates expected during Mipcom, it was the perfect moment to put Zee One, the company’s French-language FAST channel in the spotlight. The channel, available on Samsung TV Plus, LG Channels, and Rakuten TV, has quickly built a following in France for its vibrant mix of Bollywood films, heartfelt dramas, and colourful family entertainment.
For many passersby, it was a surprise and a delight to see an Indian media brand taking over one of Cannes most visible spaces
Zee has built its global presence by constantly trying what others haven’t and this Cannes moment is a reflection of that same spirit.
Standing tall among the biggest names in international entertainment, Zee One’s luminous display on the Croisette is more than just advertising, it’s a statement of confidence, creativity, and cultural pride.
And as the lights shimmer over the French Riviera, one thing is clear: Zee knows how to make the world stop and look up
GECs
Z launches ‘Dilfluencer Moments’ to boost brand engagement across screens
New omnichannel format blends TV characters, storytelling and digital reach to boost engagement and affinity
MUMBAI: Zee Entertainment Enterprises Ltd (‘Z’) has unveiled ‘Dilfluencer Moments’, a new omnichannel media format designed to help brands cut through the clutter and turn audience attention into brand love.
With media access increasingly democratized, visibility alone no longer drives results. Shrinking attention spans and rising content noise have made memorability, emotional connection and action the real currency. Dilfluencer Moments addresses this by embedding brands into character-led, culturally resonant storytelling that travels seamlessly from TV to digital, social and creator ecosystems.
The format debuted with the “TumHoLovely” campaign on National Girl Child Day. Anchored in Hindi and Marathi shows, the campaign’s narrative extended organically across digital platforms, amplified by creators and community participation. A brand film featuring Sanya Malhotra further showcased how TV-originated cultural cues can spark broad engagement and virality. Within 24 hours, the campaign racked up 35 million total impressions, 20 million digital views, 2.5 million engagements and over 1,000 comments.
Laxmi Shetty, head – advertisement revenue, broadcast & digital, Zee Entertainment Enterprises Ltd, said, “As consumers turn away from interruption-led communication, advertisers need moments that feel culturally earned and emotionally authentic. Dilfluencer Moments delivers reach at scale through character-first content systems that connect with audiences personally, transforming storytelling into brand love.”
Kartik Mahadev, chief marketing officer, ‘Z’ & Zee 5, added: “Access alone is no longer an advantage; affinity is. Affinity comes from storytelling, familiar characters and moments that stay with audiences across screens. Dilfluencer Moments lets brands participate meaningfully in moments audiences already love, travelling organically across linear, digital and social platforms at scale.”
By anchoring campaigns in high-trust television moments and extending them into digital and social ecosystems, Dilfluencer Moments enables brands to generate organic engagement, amplify virality and convert attention into long-term emotional equity.
With its national scale, deep emotional storytelling and character-first approach, Z is offering marketers a powerful new way to build affinity, cut through clutter and create culturally resonant brand moments that stick.
