GECs
Zee packs a travel punch with MP Tourism’s influencer campaign mandate
MUMBAI: Heritage walks meet hashtags and tiger trails turn into trending tales, that’s the fresh spin Madhya Pradesh Tourism is gearing up for. Zee Entertainment Enterprises Ltd. (ZEE), the content-and-tech powerhouse, has bagged the Influencer and Social Media Marketing mandate from the Madhya Pradesh Tourism Board, announced during the two-day Regional Tourism Conclave for Gwalior and Chambal on 29–30 August 2025.
The announcement, made in the presence of chief minister Mohan Yadav, tourism & culture minister Dharmendra Singh Lodhi, and managing director of MP Tourism Board Sheo Shekhar Shukla (IAS), puts Zee at the digital helm of promoting the state’s famed wildlife parks, cultural festivals, and hidden heritage gems. Under this year-long pact, Zee will deploy its ‘dilfluencer’ initiative, a network of characters with deep audience connect to craft influencer-driven campaigns that push Madhya Pradesh’s stories beyond state borders and onto global screens.
Zee chief sales officer for hindi GEC and FTA GEC Cluster Ali Zaidi received the agreement on behalf of the company. He called the collaboration “an opportunity to showcase the cultural richness of Madhya Pradesh through innovative influencer-led campaigns,” adding that it also “takes the dilfluencers initiative to the next level by delivering measurable value while celebrating India’s tourism potential.”
The timing couldn’t be better. With MP’s big-ticket Travel Mart around the corner, influencer-led narratives are set to anchor the Board’s larger vision of drawing in new-age travellers through digital-first storytelling. From rural tourism and heritage trails to wildlife safaris and local festivals, every slice of Madhya Pradesh life is poised for amplification.
Zee, which already prides itself on blending entertainment with tech-led solutions, is pitching this collaboration as more than just an ad brief, it’s a chance to shape conversations, build community-led buzz, and reframe tourism in the language of reels, stories, and viral videos. For Madhya Pradesh, it’s a step toward ensuring that when people scroll for their next adventure, the “Heart of India” pops up first on their feeds.
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.
