GECs
Star Utsav spells magic this Children’s Day
Mumbai: “A little glitter, a little shine, that’s what I always ask fairy God mother of mine……”, this, is what 215 kids of Shri Manav Seva Sang an NGO wished for this Childrens day. Their wish echoed and reached the ears of Star Utsav who spelt magic and turned it into reality and brought them their very own God Mother-Sonpari.
For the very first time, 215 little beaming faces spent an afternoon with their Sonpari. The air was filled with laughter and fun as children played games and were given little goody bags making it a memorable day for everyone present there.
Says, Mrinal Kulkarni (Son Pari), “I am truly honoured to be a part of this Children’s day celebration. These little children have not only touched my heart but have left me speechless with their warmth and love”.
Says Shruti, age 6 “It has been my dream to meet pari ma and share a magical evening with her. I enjoyed playing with Fruity. I also liked the flower dance put up by my friends for this occasion.”
Fun, surprise and joy was the agenda of the day and keeping that in mind, Shri Manav Seva Sang’s children surprised Son Pari with a Flower dance followed by the traditional Lavani. 20 children all dressed for the occasion danced to their hearts content and filled the afternoon with music and laughter.
Says Fruity, “It was so much of fun meeting and making so many friends. I was pleasantly surprised seeing their performance which by far was the best I have seen. Hours flew by just cracking jokes and laughing.
As part of its children’s day celebrations, the channel also announced the “Mera Jaduee Dost” contest, wherein, kids can vote for their favorite Jaduee Dost through SMS, Dial Net (IVR) or through Tele voting. The lucky winner gets to spend a magical evening with their Jaduee Dost. Competing for the first prize are the channel’s most loved Jaduee Dost’s–Sonpari from Sonpari, Sanju from Shaka Laka Boom Boom, and Vikraal from Vikraal aur Gabraal.
Shaka Laka Boom Boom is the story of a magic pencil and a young boy named Sanju. Like any other boy his age, he leads a normal school-going life until the day he discovers a pencil by accident. Would you call Sanju your favourite Jaduee Dost? If yes, then SMS Dost A to 7827 or dial 1902 424 2222 01
Son Pari is the story of a young girl, Fruity, who meets a fairy. Fruity and Appy’s mother passes away, leaving a void in their lives that their father, Rohit, desperately tries to fill. Fruity meets Son Pari, a fairy, and forms an emotional bond with her. Achieving a unique fusion of fantasy and reality, Son Pari is a delight to watch. So is Sona Aunty your favourite Jaduee Dost? To vote for her type Dost B and send your SMS to 7827 or dial 1902 424 2222 02
Vikraal aur Gabraal, a tale of ghosts, black magic, monsters and creepy creatures under your bed,” is a unique brand extension of the two most popular characters of Shhhh… Koi Hai. Does Vikraal stand to be your favourite Jaduee Dost then SMS Dost C to 7827 or dial 1902 424 2222 03.
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.
