GECs
Zee TV launches three distinct shows in September
Mumbai: Zee TV has launched three distinct shows in September— Sa Re Ga Ma Pa on 14 September followed by Vasudha and Jagriti – Ek Nayi Subah on 16 September. Each show taps into fresh, innovative marketing strategies, creating multiple touchpoints for viewers to engage with. Whether through influencer-driven digital content, on-ground activations, or clever tech integrations, Zee TV is once again setting the benchmark for audience engagement across platforms.
Innovative Collaboration with Orry for Vasudha
For the launch of Vasudha, Zee TV partnered with popular influencer Orry to introduce Vasu, the lively, spontaneous and very desi lead character in a light-hearted, engaging video. The spunky interaction of these two very contrasting prototypes, shared on Orry’s and Zee TV’s Instagram handles, perfectly captures Vasu’s essence— lovable, rooted, full of heart but far from disciplined. The video, packed with charming moments, ends with Vasu declaring her mission to win over the boss lady, the formidable matriarch – Chandrika Singh Chauhan. Orry’s vibrant personality, paired with Vasu’s innocence, has created a shareable moment that’s already generating buzz online.
Enlisting public support for Jagriti’s movement via #JagritiSeBadlaav
For Jagriti – Ek Nayi Subah, Zee TV has launched a multi-layered grassroots campaign designed to spark conversations on social change and raise awareness around the plight of marginalized communities. Live performances of a nukkad natak have been organized across five cities—Delhi, Lucknow, Kanpur, Agra, and Patna based on an evocative poem that encapsulates the show’s core theme of fighting social injustice. The poem, recorded in Shweta Tripathi’s voice with visuals created using AI technology, captures the spirit of Jagriti’s struggle. Zee TV has also enlisted inspiring personalities like Mirabai Chanu, Hima Das, and Sumit Antil, who will share their personal journeys of overcoming societal barriers, reflecting the same spark of resilience seen in Jagriti’s character. Along with Shweta Tripathi, they are joining the movement under the hashtag #JagritiSeBadlaav. Additionally, 100 influencers will amplify the campaign on social media by sharing their own #JagritiSeBadlaav stories, ensuring the message resonates both online and offline.
Sa Re Ga Ma Pa Teams Up with PhonePe for a Creative Digital Push
In the lead-up to its launch, Sa Re Ga Ma Pa has introduced several innovations to engage audiences in fresh and creative ways. During the auditions phase, the show partnered with Bobble AI to leverage AI and intent-based marketing, serving anyone discussing singing or auditions with details of its auditions. Additionally, the channel roped in Jaggu Dada (Jackie Shroff) to playfully nudge viewers into channelling their judgments into constructive action—helping Sa Re Ga Ma Pa select the best talent from over 50 videos posted on the show’s Instagram page. In its latest push, through a collaboration with PhonePe, Zee TV has seamlessly integrated the Sa Re Ga Ma Pa logo into the circular ‘wait’ button that appears during online payment processing. This high-attention moment ensures that users engage with the show’s campaign just as their transaction completes, creating a smart and non-intrusive way to stay top-of-mind with viewers.
Zee TV chief channel officer Mangesh Kulkarni said, “Our marketing innovations for the new show line-up are customized to bring alive the essence of each show. For Vasudha, the quirky influencer collaboration perfectly captures the fun, impulsive spirit of the lead character. With Jagriti, we’ve taken a more socially conscious route by blending powerful on-ground activations and evocative poetry with AI-led visuals. For Sa Re Ga Ma Pa, we’ve integrated tech in a smart, seamless way that keeps the show top of mind for viewers. With Hamara Parivar, our audience feedback initiative, we continue to drive consumer centricity, ensuring our content aligns with their evolving expectations. These new launches are a result of actively listening to their preferences and delivering stories that resonate”
ZEEL CMO, Content – SBU, Kartik Mahadev said, “At ZEE, we are obsessed with the customer in a platform-agnostic manner and we’re always exploring innovative ways to connect with our viewers—whether through their digital devices or phygital experiences. The Sa Re Ga Ma Pa integration with PhonePe leveraged a behavioural insight to create a meaningful brand interaction. Our collaboration with Orry developed organically, as Vasudha’s character is in a fun and charming contrast to Orry’s persona. Jagriti as a character needed to convey purpose, and #JagritiSeBadlaav became an expression of solidarity, serving as a beacon of hope for marginalized communities within the Zee TV digital community”
GECs
Pocket FM partners with Indian Open Pickleball 2026
Audio platform joins forces with major tournament to engage young fans.
MUMBAI: Pocket FM just served up a perfect partnership because when audio storytelling meets pickleball’s fast-paced rallies, even the sidelines start listening. Pocket FM, the world’s largest audio series platform, has announced a strategic partnership with Indian Open 2026, one of India’s biggest pickleball tournaments organised by Global Sports in Hyderabad in association with Pickl’Out and Crosscourts Sports Club.
The collaboration brings Pocket FM’s immersive storytelling to one of the fastest-growing emerging sports in India. Pickleball, known for its accessibility, energy and strong community appeal, is rapidly attracting younger, digitally savvy audiences making it an ideal platform for Pocket FM to deepen its cultural relevance.
Under the partnership, Pocket FM will enjoy extensive on-ground and digital visibility throughout the tournament, which begins on 1 April 2026. This includes centre court branding, venue-wide presence, presenting rights for select matches, player lounge branding, team jersey integration, and strong integration across live streaming and social media.
Pocket FM, SVP and global head for brand marketing and partnerships Vineet Singh said, “Pickleball is building a strong connection with young and engaged audiences in India. This partnership allows us to connect with people in a meaningful way through strong on-ground presence and digital visibility.”
Global Sports and Indian Open 2026, founder Hemal Jain added, “Partnering with Pocket FM adds an exciting new dimension to the experience. As a brand that has built deep resonance with young audiences, Pocket FM is a strong fit for the energy and ambition of this tournament.”
The move reflects Pocket FM’s continued strategy of aligning with emerging passion points and building deeper engagement with communities driven by competition and shared experiences.
In a country where sports and stories often collide, Pocket FM isn’t just sponsoring a tournament, it’s turning every rally into a narrative, proving that the best audio moments sometimes happen when the paddle meets the ball.
