GECs
‘Hum Hain… Umeed-e-Kashmir’ says Zee TV
MUMBAI: Bollywood’s youngest superstars Parineeti Chopra and Sushant Singh Rajput joined the Charity concert held at the Indira Gandhi Indoor stadium in Delhi for the flood victims of Kashmir and Assam. A total of 35 Zee channels will simulcast this initiative on 26 October. Also, Zee Marathi, Zee Kannada and Zee Telegu will air the event on 2 November. This fund-raiser campaign, “Hum Hain… Umeed-e-Kashmir” is an initiative to raise funds and awareness for flood-stricken Kashmir that has devastated and unhinged the lives of many leaving, many casualties and loss of homes, property and livelihoods in its wake.
This evening, 18 October, Hum Hain…Ummeed e Kashmir was hosted by the Zee TV’s Jamai Raja; Ravi Dubey and the charming Sameer Kochchar at the Indira Gandhi Indoor stadium in Delhi and featured a veritable who’s who: Farhan Akhtar, Amir Khan, Shaan, Shantanu Moitra, Mohit Chauhan, Anupam Kher, Vidhu Vinod Chopra, Neha Dhupia, Aditi Rao Hydari, Vivek Oberoi, Daler Mehendi, Neeti Mohan, Aditi Singh Sharma and Harsheep Kaur to perform and appealed to viewers to donate graciously to rebuilt Kashmir.
Send your donations to www.zeetv.com/humhain/
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.
