Regional
Zee Talkies marks decade of Ashadhicha Sohala at Pandharpur Wari
Devotional platform draws major brands as Wari outreach enters 10th year
MUMBAI: When faith walks, brands are learning to walk alongside it. Zee Talkies has completed the 10th edition of its flagship devotional initiative, Ashadhicha Sohala, at the Ashadhi Wari, reinforcing the growing role of culturally rooted media platforms in connecting audiences, communities and advertisers.
As lakhs of Warkaris concluded their annual pilgrimage to Pandharpur for Ashadhi Ekadashi, the Marathi movie channel once again combined devotional programming with on-ground community initiatives and brand activations, turning the decade-old property into one of Maharashtra’s largest faith-led engagement platforms.
Over the years, Ashadhicha Sohala has evolved from a devotional broadcast initiative into a large-scale multimedia platform spanning on-ground experiences, television and digital engagement. According to Zee Entertainment, this year’s edition reached more than 40 million people across Maharashtra.
The 2026 edition attracted participation from several leading brands, including Santoor Soap from Wipro Consumer Care & Lighting, Perfetti Alpenliebe Gold, Haleon’s Iodex, Dr. Fixit, P.N. Gadgil & Sons, Pitambari Devbhakti Agarbatti, The New India Assurance, Gopuram Kumkum aani Halad Powder, Dr. Bawaskar Technology (Agro), Soframycin from Encube Ethicals and Aadhar Housing Finance.
The event continued to place Seva, or community service, at the heart of the pilgrimage experience.
One of the centrepieces was the 20-foot Vitthal-Rakhumai Darshan Canter, allowing devotees to seek blessings along the pilgrimage route. An LED Kirtan Canter accompanied the Wari, broadcasting devotional songs, kirtans and spiritual discourses during rest stops.
Adding a cultural dimension, Zee Talkies and Santoor introduced a Handloom Canter, where artisans live-wove a traditional saree throughout the pilgrimage before ceremonially offering it to Goddess Rakhumai in Pandharpur on Ashadhi Ekadashi.
Brand partners also integrated service-led initiatives into the event. Dr. Fixit set up rain shelters, tents, covered walkways and mobile drying stations to assist devotees during the monsoon, while Iodex established pain-relief centres and mobile units offering on-the-spot support for pilgrims undertaking the journey on foot.
Beyond the pilgrimage route, Zee Talkies extended the celebrations through its devotional programming, including Mann Mandira, Gajar Kirtanacha, Sohala Anandacha, and the Ashadhi special event Nachu Kirtanache Rangi, featuring Mauli Maharaj Pathade.
Speaking about the milestone, Bavesh Janavlekar, Chief Cluster Officer – Marathi Movie Cluster, Zee Entertainment Enterprises, said Ashadhicha Sohala has evolved over the past decade into a distinctive platform celebrating Maharashtra’s devotional traditions while enabling meaningful engagement between audiences and advertisers.
Roopali Thapliyal, National Sales Head, Zee Entertainment Enterprises, said the initiative has grown by helping brands become part of culturally significant moments through service-oriented experiences rather than conventional advertising.
The decade-long journey of Ashadhicha Sohala reflects a broader shift in regional media strategy, where broadcasters are moving beyond the television screen to build deeper audience relationships through culture, community participation and purpose-led brand engagement. By blending devotion with experiential marketing, Zee Talkies has transformed one of Maharashtra’s oldest spiritual traditions into a modern platform for both cultural celebration and consumer connection.
