GECs
Sa Re Ga Ma Pa 2026 secures 20 sponsorship associations from 15 brands
Zee TV and Zee5 season brings 14 television and 6 digital partnerships
MUMBAI: The music may take centre stage, but the sponsorship numbers are singing their own tune, with Sa Re Ga Ma Pa 2026 securing 20 sponsorship associations from 15 unique brands ahead of its premiere on 19 September.
The latest season of Zee Entertainment Enterprises’ long-running music reality property has brought advertisers from 14 consumer-facing categories on board, spanning FMCG, confectionery, packaged foods and spices, snacking, jewellery, building materials, personal care, paints, apparel, banking, health insurance, life insurance, mutual funds and consumer technology.
The 20 associations comprise 14 television partnerships and six digital partnerships, giving the property a presence across linear television, digital and connected TV (CTV). The season will be available on Zee TV and Hindi Zee5, including through CTV, allowing brands to combine television scale with digital engagement.
On television, Sargam Detergents has come on board as Presenting Sponsor, while Cadbury Dairy Milk is the Co-Sponsor. Kalyan Jewellers, UltraTech Cement and Catch Masale are Co-Powered By Partners.
Garnier Black Naturals, Berger Paints and Ramraj Dhoties, Shirts & Kurtas are Special Partners, with State Bank of India as Banking Partner and Anmol Biscuits as Snacking Partner. Star Health Insurance, AMFI, Lava Mobiles and LIC of India are Associate Sponsors.
Kotak Life Insurance is the Digital Partner. Kalyan Jewellers, UltraTech Cement, Catch Masale, Lava Mobiles and AMFI have extended their associations across both television and digital, taking the combined cross-platform partnership count to 20.
The breadth of the advertiser mix also mirrors the way the show itself is being distributed. Rather than keeping sponsorship confined to the television break, Zee is pitching the property as a cross-platform advertising play, with content integrations, branded experiences and digital engagement forming part of the wider proposition.
At the centre of the season is the theme ‘Hindustan Ka Sangeetsthan’, with the show leaning into nearly three decades of Sa Re Ga Ma Pa’s musical legacy. The 2026 edition features more than 100 musicians, a large-format chorus ensemble and a panel of musical Gurus comprising Shankar Mahadevan, Kumar Sanu, Neeti Mohan and Javed Ali.
Shreyas Talpade returns as host, with the competition staged on a large-format set designed around the scale of the new season.
Sa Re Ga Ma Pa remains one of India’s longest-running music reality properties, having built an audience across languages and regional markets while providing a platform to several singing talents over the years. Its advertiser base is also extending beyond India, with Air India recently becoming the Title Sponsor for Sa Re Ga Ma Pa 2026 on Zee TV UK.
Sandeep Mehrotra, Chief Operating Officer – Advertisement Revenue, Zee Entertainment Enterprises, said the season’s advertiser participation reflects the continued relevance of the property and the company’s focus on integrated advertising solutions across television and digital.
The latest season premieres on 19 September 2026 and will air every Saturday and Sunday at 9:30 PM on Zee TV and Hindi Zee5.
