Zee packs a travel punch with MP Tourism’s influencer campaign mandate

MUMBAI: Heritage walks meet hashtags and tiger trails turn into trending tales, that’s the fresh spin Madhya Pradesh Tourism is gearing up for. Zee Entertainment Enterprises Ltd. (ZEE), the content-and-tech powerhouse, has bagged the Influencer and Social Media Marketing mandate from the Madhya Pradesh Tourism Board, announced during the two-day Regional Tourism Conclave for Gwalior and Chambal on 29–30 August 2025.

The announcement, made in the presence of chief minister Mohan Yadav, tourism & culture minister Dharmendra Singh Lodhi, and managing director of MP Tourism Board Sheo Shekhar Shukla (IAS), puts Zee at the digital helm of promoting the state’s famed wildlife parks, cultural festivals, and hidden heritage gems. Under this year-long pact, Zee will deploy its ‘dilfluencer’ initiative, a network of characters with deep audience connect to craft influencer-driven campaigns that push Madhya Pradesh’s stories beyond state borders and onto global screens.

Zee chief sales officer for hindi GEC and FTA GEC Cluster Ali Zaidi received the agreement on behalf of the company. He called the collaboration “an opportunity to showcase the cultural richness of Madhya Pradesh through innovative influencer-led campaigns,” adding that it also “takes the dilfluencers initiative to the next level by delivering measurable value while celebrating India’s tourism potential.”

The timing couldn’t be better. With MP’s big-ticket Travel Mart around the corner, influencer-led narratives are set to anchor the Board’s larger vision of drawing in new-age travellers through digital-first storytelling. From rural tourism and heritage trails to wildlife safaris and local festivals, every slice of Madhya Pradesh life is poised for amplification.

Zee, which already prides itself on blending entertainment with tech-led solutions, is pitching this collaboration as more than just an ad brief, it’s a chance to shape conversations, build community-led buzz, and reframe tourism in the language of reels, stories, and viral videos. For Madhya Pradesh, it’s a step toward ensuring that when people scroll for their next adventure, the “Heart of India” pops up first on their feeds.