Reality
Air India leads 11-brand partner line-up for Zee TV UK’s Sa Re Ga Ma Pa
Biggest-ever season brings aviation, travel, finance, wellness and food brands together
LONDON: Air India has come on board as title sponsor of Zee TV UK’s upcoming season of Sa Re Ga Ma Pa, with the singing reality show bringing together an 11-brand commercial partner ecosystem spanning aviation, travel, remittances, wellness, hospitality, food, radio, events and publishing.
The new season premieres on 19 September 2026 and has been positioned by Zee TV UK as its biggest season of the format to date. The partner line-up includes brands targeting different aspects of British Asian life, with the broadcaster pitching the season as a wider community-led commercial property rather than a conventional sponsorship package.
Air India leads the line-up as title sponsor, while Southall Travel comes on board as the presented by partner. Bigen is the co-presented by partner and Remitly joins as remittance partner.
The remaining partners are Vitabiotics as powered by partner, Rutland Hall Hotel & Spa as hospitality partner, Pooja Sweets & Savouries as sweetness partner, Dairy Valley as associate sponsor, Sunrise Radio as official radio partner, Samara Events UK as promotions partner, and Garavi Gujarat and Eastern Eye as publication partners.
The partnership roster covers nine industry categories, reflecting the show’s reach among the British Asian audience in the UK.
Air India’s title sponsorship places an airline at the centre of a property built around music and cultural connections, while Southall Travel brings the travel category into the mix. Remitly represents the remittance segment, with Vitabiotics covering wellness and Rutland Hall Hotel & Spa representing hospitality.
Food and household categories are represented by Pooja Sweets & Savouries, Dairy Valley and Bigen, while Sunrise Radio extends the show’s presence into radio. Samara Events UK adds an on-ground events component, with Garavi Gujarat and Eastern Eye bringing publishing partnerships to the season.
Parul Goel, territory head Europe, Zee Entertainment UK, said the significance of the partnership line-up lies not only in its size but also in the range of industries represented.
“What excites us most isn’t just the number of partners, it’s the diversity of industries and, more importantly, communities they represent,” said Goel.
He said the season would combine a reworked concert format with 100 live musicians and large-scale production, while positioning Sa Re Ga Ma Pa as a cultural property for the British Asian community.
The 2026 season will feature 36 original episodes, 100 live musicians and a royal-inspired production design.
The judging panel comprises Shankar Mahadevan, Kumar Sanu, Javed Ali and Niti Mohan.
The show will be available through Zee TV UK, Zee TV DE and ZEE5, with distribution across Sky, Virgin Media, Samsung TV Plus, Rakuten TV, BT/EE and digital platforms.
Zee TV UK said its digital footprint includes 17 million Facebook followers and 9 million YouTube subscribers.
The season will roll out across a festive calendar that includes Navratri, Dussehra, Karwa Chauth, Diwali, the wedding season, Christmas and New Year.
With Air India heading an 11-brand commercial line-up, the latest edition of Sa Re Ga Ma Pa is shaping up as a sizeable cross-category advertising and partnership property for Zee Entertainment UK’s British Asian audience.
