GECs
STAR Plus launches ‘Nisha Aur Uske Cousins’
MUMBAI: With their new offering ‘Nisha Aur Uske Cousins’, Star Plus is bringing a relatable story of young India while showcasing the hitherto unexplored bond between Cousins; a relationship that forms the crux of everyone’s growing up years. Cousins are your blood relations but at the same time they are the friends you keep forever, the ones you share your childhood memories and growing up angst with. It is this very relationship that will be highlighted in the show. Targeted to the youth, the show also effectively captures the differences of opinion and friction caused by the generation gap between the elders of the family and the youngsters, especially when it comes to topics like careers, relationships, lifestyle and fashion choices.
Based in a joint-family set-up in Jaipur, Nisha Aur Uske Cousins brings to the viewers a bunch of interesting motley characters who are relatable and real – whether it is the shy romantic geeky cousin, the beautiful attention-seeking cousin or the cousin who is the natural leader and who everyone looks up to – each character has been beautifully etched and detailed out. The show has a good mix of both fresh and veteran faces, led by Aneri who plays the role of Nisha and Mr V M Badola who plays the patriarch of the family and the grandfather of the cousins. They are ably supported by the other cousins Suketu (Parv Kaila), Dolly (Purvi Mundana), Kirti (Heli Daruwala), Jwala (Barbie Jain), Umesh (Meherzan Mazda) and Bunty (Nikunj Padaya) and the very talented Vivek Mushran and Pubali Sanyal.
While none of the cousins’ fear dreaming big, their only terror is the fear of confronting the head of the family, Dadaji. The story revolves around how despite living in a patriarchal system, each one of them wants to break free to achieve what is unconventional and not stereotypical in a traditional family, which should surely resonate with today’s youth.
Mr. Nikhil Madhok, Sr. VP Marketing & Programming Strategy says, “In many ways Nisha and her cousins represent the Star Plus of today – young, energetic, wanting to break the mold and do something new. They respect Dadaji and their elders but don’t always agree with their stereotypical views. The show not only captures the unexplored but extremely interesting dynamic between cousins, but also deals with issues of today’s youth and their desire to challenge stereotypes”
Mr. Sukesh Motwani from Bodhi Tree Productions says, “Cousins hold a special place in our lives. They are our first friends, first play buddies, rivals and partners in crime. There are some episodes of our lives that only our cousins can relate to and hence to showcase the bond we’re here with our new show Nisha Aur Uske Cousins. We are very happy to bring forth this unique relationship in everyone’s lives.”
Pyaar, takraar, masti… Yeh hai Lifetimewali Dosti! Come meet Nisha Aur Uske Cousins starting18th August, 2014, every Monday to Saturday at 8:30 PM!
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.
