ZEE UK takes Sa Re Ga Ma Pa to Wembley, ropes in 11 brands for 2026 season

MUMBAI: ZEE UK has taken the latest season of Sa Re Ga Ma Pa beyond the television screen, using a large-scale Wembley activation to position the long-running music reality format as a wider South Asian cultural property in the UK.

Parul Goel, territory head Europe – Z5 and Linear at ZEE, said in a LinkedIn post that the 2026 season had established itself as a standout South Asian reality format in the UK market, with the campaign culminating in a takeover of Wembley’s Olympic Way.

The activation was built around the scale of the new season, which featured a new set, 100 musicians, 100 chorus singers and four judges. Goel said the production was designed to bring the atmosphere and scale of a live concert to viewers across the world.

According to Goel, the idea for the Wembley activation emerged as part of a broader effort to place Sa Re Ga Ma Pa at the centre of the fan journey.

The Olympic Way takeover was preceded by months of planning, creative development and execution. The campaign aimed to connect the television property with the large South Asian audience visiting and engaging around Wembley.

Goel said thousands of fans, creators, influencers and media platforms organically captured the activation through photos, videos and reels, extending the visibility of ZEE and Sa Re Ga Ma Pa across social media.

The activation also brought commercial momentum, with 11 brands partnering with Sa Re Ga Ma Pa in the UK during the season.

Goel positioned the campaign as an example of how entertainment properties can build connections beyond conventional viewing.

She said the response demonstrated that audiences increasingly engage with entertainment through music, stories, shared experiences and culture, rather than simply consuming content on a screen.

The Wembley campaign was therefore designed to connect the show’s television audience with a physical cultural experience, with Olympic Way providing a high-visibility platform for the property.

The activation also linked the show to the wider South Asian community in the UK, while giving brands an opportunity to associate with a recognisable entertainment property.

Goel’s comments reflect ZEE’s broader focus on building connections between its content properties and South Asian audiences across international markets.

The latest Sa Re Ga Ma Pa season combined a large-scale television production with an on-ground campaign, allowing ZEE to extend the property’s visibility into public spaces and social platforms.

For the UK market, where South Asian entertainment has a sizeable diaspora audience, such activations also create additional opportunities for brands to engage audiences around established television formats.

Goel said the experience reinforced her view that the future of entertainment lies with platforms and brands that can create cultural relevance, build communities and become part of consumers’ everyday lives.

The Wembley banners may have come down after the activation, but ZEE is positioning Sa Re Ga Ma Pa as a property whose impact can extend well beyond the television set.