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  • Wendy’s India turns 5 with roast battles, raves and burger cakes

    Wendy’s India turns 5 with roast battles, raves and burger cakes

    MUMBAI: She came. She served. She slayed. Wendy’s India has hit the five-year milestone, and she’s not marking it with a quiet cake-cutting behind the counter. Instead, the fast-food maverick is unleashing a month-long birthday blowout that’s part rave, part roast, and all-out rebellion against boring brand bashes. In just five years, Wendy’s India has grown to over 200 outlets and now it’s throwing a birthday party that’s stretching across four cities, filling timelines, and even setting the streets on fire (figuratively, of course).

    At the heart of the celebration is the Wendy’s Party Bus, rolling through Mumbai on 8 August. Think strobe-lit interiors, DJ decks, unlimited burgers, and Wendy herself riding shotgun. “The party doesn’t come to Wendy’s Wendy’s is the party,” says Rebel Foods CMO Nishant Kedia.

    For Bangalore, the bash takes a cheeky turn with ‘The Roast’ on August 14, an in-store comedy special hosted by firecracker comic Banti Banerjee. “No burger, no brand is safe. We’re serving punchlines with pickles,” jokes the campaign team. Tickets drop soon on Bookmyshow.

    Meanwhile, digital platforms are exploding with creator collabs that channel Wendy’s signature sass:

    ●   Darshan Magdum’s parody anthem is the earworm you didn’t know you needed.

    ●   Lakshita & Gurpreet attempt a GTA-style Wendy’s heist.

    ●   AI duo Manki x Dogesh Bhai spiral into a ketchup-fuelled crisis.

    ●   And Chordinary’s musical ode to Wendy will make you weirdly emotional about beef patties.

    If that’s not trippy enough, wait till you see The Burger Cake, a hyperrealistic confection that looks exactly like a Wendy’s meal. It’s a feast and a fakeout in one slice.

    To top it all off, a mockumentary is in the works, a behind-the-pigtails film that tells Wendy’s story in her own words: unfiltered, unapologetic, and slightly unhinged.

    The headline act? The Wendy Raves in Delhi, Pune, Hyderabad, and Bangalore from 22–24 August . These DJ-fuelled, burger-powered parties will feature bold bites, booming beats, and brand integrations with Coke and Veeba. “Our food raves harder than most people,” the team quips.

    On the digital front, Wendy’s Instagram is going full chaos mode savage roast replies, surprise drops, and enough Gen Z energy to crash the algorithm. “We’re not just selling food; we’re selling a vibe,” says Kedia. “Wendy’s has always been bold, irreverent, and in sync with the culture. This campaign is how we turn up the volume.”

    With flame-grilled formats, meme-ready madness, and zero chill, Wendy’s India is showing the QSR space how to age boldly. Five never looked this fierce.

  • Casio India celebrates the bond of siblings with a timeless twist

    Casio India celebrates the bond of siblings with a timeless twist

    MUMBAI : This Raksha Bandhan, Casio India unveiled a heartwarming new campaign that redefines the essence of gifting between siblings. Moving beyond the traditional thread of Rakhi, the campaign thoughtfully positions a Casio watch as a symbol of everlasting love, memories, and time spent together.

    At the heart of the campaign is a model that has been sourced in India, for India – thoughtfully designed to reflect the preferences, aesthetics, and sensibilities of Indian consumers. This reinforces Casio’s ongoing commitment to creating products that resonate with local markets while upholding the brand’s global standards of quality and innovation.

    In a tender and visually evocative film, Casio captures the nuances of a brother-sister bond from childhood mischief to growing up side by side, ultimately portraying how some are bound not just by thread, but by time. The watch – MTP-SN3KRL-1A worn on the wrist like a Rakhi, becomes a modern metaphor for the timeless promise siblings share.

    Commenting on the campaign, Takuto Kimura, managing director, Casio India, “While the Rakhi has long been a traditional symbol of protection and love, this campaign explores the idea of time as an equally powerful and lasting expression of that bond. This year, we are especially proud to showcase a model designed specifically for India, reflecting our deep understanding of the local market and our ongoing commitment to deliver products that are culturally and emotionally relevant.”

    The creative concept and production of the campaign film have been carried out by Film Your Film Studios. Directed by Gaurav Kumar, the film captures the essence of the campaign with authenticity and emotional depth, reinforcing Casio as a brand that genuinely connects with its audience.

    This Raksha Bandhan, a Casio watch is not just a gift but a gesture that marks moments, celebrates memories, and strengthens the bond between siblings.

     

     

  • Travelxp wins National Film Award for ‘Timeless Tamil Nadu’ at the 71st National Film Awards

    Travelxp wins National Film Award for ‘Timeless Tamil Nadu’ at the 71st National Film Awards

    MUMBAI : Travelxp has announced that its original travel documentary Timeless Tamil Nadu has been awarded  Best Arts/Culture Film in the Non-Feature Films category at the prestigious 71st  National Film Awards for the year 2023.

    Directed by Kamakhya Narayan Singh, Timeless Tamil Nadu is a powerful and poetic  tribute to the cultural soul of India’s southernmost state. The film is narrated through the  lens of celebrated travel host Alex Outhwaite, who finally fulfills her long-standing dream  of visiting Tamil Nadu. The film captures the grandeur of ancient temples, the serenity of  landscapes, and the warmth of people who speak a language she doesn’t understand — yet whose stories she deeply connects with.

    “It’s a wonderful feeling to receive this honor,” said Kamakhya Narayan Singh, director of  Timeless Tamil Nadu. “After 17 years of creating travel stories with Travelxp, this award  feels incredibly special. With this documentary, we wanted to go beyond destinations, to  explore the essence of Tamil Nadu’s culture and people. “

    Nisha Chothani, Producer of Timeless Tamil Nadu, added: “Winning the National Award is  incredibly humbling, and it reinforces our belief that travel storytelling, when done with  authenticity and heart, can create lasting emotional connections. We would like to thank  the Government of India, Government of Tamil Nadu and the esteemed jury members for  this recognition, it means the world to our entire team.”

    With this honour, Travelxp cements its reputation as a storyteller that doesn’t just show  the world, but deeply feels it. Timeless Tamil Nadu is a celebration of a place that has  stood the test of time, and a reminder of the enduring power of cultural narratives told with  heart, sensitivity, and cinematic soul.

    Timeless Tamil Nadu is available to stream globally on the Travelxp app and TV channel,  reaching over 200 million homes across 119 countries in 25+ languages.

  • Akash Cinema returns as Miraj opens luxe 3-screen multiplex in Delhi

    Akash Cinema returns as Miraj opens luxe 3-screen multiplex in Delhi

    DELHI: From 1987 to 2016, Akash Cinema lit up North Delhi’s weekends with whistles, popcorn, and paisa-vasool drama. Now, the beloved single-screen theatre has found its second act and it’s dressed to impress. Miraj Cinemas, India’s third-largest multiplex chain, has launched a plush new property at the historic Akash Cinema Complex in Azadpur, reviving an icon while upgrading it with modern flair.

    The newly unveiled three-screen multiplex is a tribute to the venue’s glorious past and a leap into cinema’s luxe future. With a total of 427 seats across three screens (Audi 1 – 239 seats, Audi 2 – 94, Audi 3 – 94), the Azadpur location is fitted with 2K digital projection, Dolby surround sound, and immersive 3D tech. Say goodbye to neck strain and cramped knees hello to wide-cushioned seats, plush legroom, and unblocked views.

    “This isn’t just a multiplex, it’s a tribute to a venue where countless film memories were made,” said Miraj Entertainment Ltd managing director Bhuvanesh Mendiratta. “We’re incredibly proud to give the iconic Akash Cinema a new lease of life. Azadpur now has a destination that’s deeply nostalgic yet boldly future-ready.”

    Indeed, stepping into the new Miraj Cinemas Azadpur is like walking onto a movie set. Art Deco patterns, ambient lighting, and marble flooring set the tone, while stylish wall textures and a glowy ceiling elevate the experience. Even the restrooms are a design statement sleek, spotless, and modern. The cosy lobby lounge doubles up as a photo-op zone, perfect for pre-show selfies and starry-eyed anticipation.

    And for those who judge a cinema by its snacks (as they should), the revamped Akash delivers blockbuster bites. The venue features two curated F&B zones, Chef’s Corner and Pop Corner.

    At Chef’s Corner, it’s all about flavour-forward street bites and gourmet plates: think paneer tikka wraps, loaded cheese fries, dim sums, and grilled delights, all cooked fresh in a live kitchen setup. Meanwhile, Pop Corner brings the classics buttery popcorn, crispy nachos, chilled sodas, and Miraj combo deals. All food is prepared in-house by a team of chefs, maintaining the high standard Miraj is now known for.

    This marks Miraj’s fourth multiplex in Delhi, expanding its footprint in the capital while staying rooted in cinematic heritage.

    “We’ve taken great care to preserve the legacy while crafting a space that delivers on luxury, technology, and hospitality,” added Mendiratta.

    Whether you’re headed for a weekend blockbuster, a late-night binge, or a romantic movie date, this cinema has you covered technically, visually, and gastronomically.

    Bookings are open on Miraj Cinemas’ website and mobile app, but if you’re thinking of walking in expect more than just a film. Expect a revival. Expect a cinematic escape. Expect Akash 2.0.

    Because at Miraj Azadpur, nostalgia has had a glow-up and it’s ready for its close-up.

  • Indian Digital Media Industry Foundation (IDMIF) announces Kevin Vaz as its new president

    Indian Digital Media Industry Foundation (IDMIF) announces Kevin Vaz as its new president

    MUMBAI: The Indian Digital Media Industry Foundation (IDMIF), a subsidiary of the Indian Broadcasting & Digital Foundation (IBDF), has announced the appointment of Mr. Kevin Vaz as its new President. The decision was taken at the IDMIF Board of Directors meeting held on 30 July 2025.

    One of India’s most influential media and entertainment leaders, Kevin Vaz brings to bear nearly three decades of experience that have shaped the industry. Currently serving as chief executive officer of the entertainment business at JioStar, he succeeds K. Madhavan, under whose leadership IDMIF has grown into a key advocate for India’s digital media sector.

    Speaking on his appointment, Vaz said, “I am honoured to take on this responsibility and build upon the strong foundation laid by Mr. Madhavan. As we move into 2025–26, my focus will be on fostering fair competition, innovation and sustainable growth across India’s digital media landscape. Digital is a critical pillar of the media and entertainment industry and with the right policy push and collaborative efforts, we have an incredible opportunity to further innovate, empower creators and enhance audience experiences. By working closely with the government, industry stakeholders and the creative community, we can shape an inclusive, future-ready ecosystem that delivers lasting value for all.”

    IDMIF’s Digital Media Content Regulatory Council (DMCRC), established on 31 May 2021 under the IT Rules, 2021, functions as an independent self-regulatory body for non-news content of IDMIF member Online Curated Content Providers (OCCPs). Registered with the Ministry of Information & Broadcasting (MIB), the DMCRC ensures balanced content governance, protecting consumer interests while upholding creative freedom.

    The DMCRC is chaired by Justice Mukul Mudgal (Retd.) and comprises eminent industry experts, including:

    ●   Ashwiny Iyer Tiwari (Writer & Filmmaker)
    ●   Nikkhil Advani (Producer & Director)
    ●   Deepak Dhar (CEO, Banijay Asia)
    ●   Tigmanshu Dhulia (Director, Actor & Screenwriter)

    The Council also includes representatives from leading Online Curated Content Providers (OCCPs) such as Anil Lale (JioHotstar) and Ritesh Khosla (SonyLIV).

    Modelled on the highly acclaimed Broadcasting Content Complaints Council (BCCC) – IBDF’s self-regulatory body for non-news television channels, the DMCRC plays a vital role in addressing viewer concerns and promoting responsible content practices. Notably, Justice Mudgal also previously chaired the BCCC, which has been commended by Indian courts for its effective self-regulation framework.

  • Gaurav Banerjee appointed chairman of BARC India

    Gaurav Banerjee appointed chairman of BARC India

    MUMBAI: Gaurav Banerjee, Sony Pictures Networks India (SPNI)’s Managing Director & Chief Executive Officer has been appointed as Broadcast Audience Research Council (BARC) India’s new Chairman at its Board Meeting on 1st August 2025. This is with immediate effect. He takes over from Shashi Sinha, executive chairman of IPG Mediabrands India, who served as BARC India’s chairman for over three years.  

    Mr. Banerjee is a distinguished leader with over two decades of experience in the Media and Entertainment industry and also represents Indian Broadcasting & Digital Foundation (IBDF) as its Vice President.  He is a director on the boards of MSM-Worldwide Factual Media Private Limited and Bangla Entertainment Private Limited.

    Speaking on being elected as BARC India’s new Chairman, Gaurav Banerjee, Managing Director & Chief Executive Officer, SPNI, said, “BARC India continues to empower stakeholders across the ecosystem with data driven decision making and it is a privilege to take on the role of Chairman at the world’s largest television audience measurement company. A big thank you to Shashi Sinha for his exceptional leadership and steady guidance over the last three years. As we navigate a rapidly converging media landscape, I look forward to continue strengthening BARC’s position as a trusted and credible currency for TV measurement in India.”

    Shashi Sinha, Executive Chairman of IPG Mediabrands India, and the outgoing Chairman of BARC India, said, “Over the last few years, I have had the opportunity to partner with BARC and the various committees at different levels. I extend my heartfelt gratitude to the entire team at BARC for their unwavering support and collaboration. I would also like to extend a warm welcome to our new Chairman, Gaurav Banerjee. I am confident that with his unique leadership style, BARC will continue to grow and innovate to meet the evolving needs of our industry.”

    Nakul Chopra, CEO, BARC India, added, “We welcome Gaurav Banerjee as our new Chairman. His leadership will be invaluable as BARC continues to evolve and serve the dynamic needs of the broadcast and advertising ecosystem. We would also like to express our deep respect and thanks to Shashi Sinha for his stewardship and commitment to BARC. His tenure has been instrumental in enhancing data granularity while reinforcing BARC’s dedication and commitment to the industry.”

  • Sony YAY! and TV Asahi collaborate on all-new episodes of Obocchama-kun

    Sony YAY! and TV Asahi collaborate on all-new episodes of Obocchama-kun

    MUMBAI: Sony YAY!, the leading kids’ entertainment brand in India, has partnered with Japan’s iconic broadcaster TV Asahi to produce brand – new episodes of the fan-favourite anime Obocchama-kun. The first-of-its-kind collaboration has the stories and character design created in Japan and the animation produced in India, bringing together the creative strengths of both countries to revive a classic series for a new generation.

    Since its debut on Sony YAY!, Obocchama-kun has emerged as a breakout hit, resonating strongly with kids across India through its eccentric humour, relatable characters, and unique storytelling style. The series has quickly built a loyal fanbase and proved its potential to grow into a long-term franchise.

    Ambesh Tiwari, Business Head, Sony Kids said, “Obocchama-kun has created a special place in the hearts of kids across India. At Sony YAY!, our mission has always been to give our audience more of what they love. This collaboration is a step forward in that journey—bringing new stories, deeper humour, and the same Obocchama magic that has connected so strongly with fans.”

    Maiko Sumida, Head of Animation Sales & Development, Interntational Business Department, TV Asahi said, “Obocchama-kun is back again! What’s more, all the stories are brand new, fully supervised by the original creator, Mr. Yoshinori Kobayashi, making this return more fun and exciting than ever before. This series holds special significance for TV Asahi, as it is a co-production with Sony Pictures Networks India. We are looking forward to the Obocchama-kun’s unpredictable adventures on Sony Yay!”

     

  • Flipkart’s influencer army hits it out of the e-park in sale season

    Flipkart’s influencer army hits it out of the e-park in sale season

    MUMBAI: This Independence Day, the real fireworks aren’t just in the skies, they’re lighting up Instagram, Youtube, and your Reels tab. In a head-turning report released by influencer marketing SaaS platform Klugklug, Flipkart and Amazon’s contrasting influencer strategies for their big sales reveal two vastly different playbooks and one clear early leader.

    On Day One of the festive e-commerce face-off, Flipkart appears to be “batting bigger”, deploying influencers at three times the scale of Amazon. Flipkart commanded 75.89 per cent of the influencers and 71.01 per cent of total posts, while Amazon trailed with 24.11 per cent of influencers and 28.99 per cent of posts.

    But while Flipkart is flooding the field with content, Amazon is playing the precision game.

    “The Independence Day sales are a battleground for e-commerce and brands,” said Klugklug co-founder & CEO Kalyan Kumar. “Flipkart’s aggressive, high-volume influencer deployment strategy is clearly leading in terms of reach and overall engagement at this stage.”

    Indeed, Flipkart’s influencer army is delivering big on reach and engagement. The platform’s creators garnered a whopping 136.91 million views, 1.56 million likes, 423.19K comments, and 31.4K shares adding up to a massive 2.02 million in total engagement.

    Amazon’s numbers, while more modest, point to a different kind of victory. The platform clocked 11.73 million total views, with 806.07K likes, 226.5K comments, and 16.89K shares, totalling 1.05 million engagements. However, its overall engagement rate was a notable 3.02 per cent, more than double Flipkart’s 1.32 per cent.

    “Amazon is demonstrating a more surgical approach,” explained Klugklug co-founder & CPO Vaibhav Gupta. “While their influencer deployment is smaller, their engagement rates are higher driven by mega-influencers. Flipkart, meanwhile, is casting a wider net, creating a splashy buzz with a mass rollout.”

    Flipkart’s biggest win seems to lie with its nano to macro influencers, who are showing solid engagement. The platform’s nano creators saw an impressive 4.70 per cent engagement rate, while Amazon’s mega influencers delivered a strong 3.50 per cent.

    However, when it comes to mega influencers, Flipkart is steamrolling the competition. These top-tier content creators alone generated 121.64 million views for Flipkart, dwarfing Amazon’s combined 10.77 million views from mega influencers and 11.98 million views from macro influencers.

    The numbers reflect the sheer difference in scale: Flipkart has gone all in, while Amazon is strategically picking its bets.

    “Both strategies have merit,” said Gupta. “It will be fascinating to see which proves more effective as the sale progresses big splash or deep connect?”

    As the sale rolls on, the scoreboard is far from final. But if the first day is anything to go by, Flipkart is swinging for the fences while Amazon is quietly building innings. Either way, the real winner is your feed, which is now a cricket field of commerce.

  • House of Bindu’s new film celebrates legacy of Bindu Fizz Jeera Masala as it readies for Pan India launch

    House of Bindu’s new film celebrates legacy of Bindu Fizz Jeera Masala as it readies for Pan India launch

    MUMBAI: House of Bindu announced the launch of its new corporate film, which celebrates the vision of its founder, Sathya Shankar, the impact it has had on the society and other stakeholders, and their successful business journey towards becoming a Rs 800-crore enterprise today nurturing a dream to be a pan-India food and beverage company.

    Rooted in the entrepreneurial vision of Sathya Shankar, SG Corporates has evolved from humble beginnings in 1987 to a diversified FMCG powerhouse. From starting as an auto rickshaw driver to launching Bindu Mineral Water in 2000, the brand’s journey mirrors India’s own consumer evolution—where trust, tradition, and taste drive loyalty.

    By setting up his first plant in the town of Puttur, in southern Karnataka, in 2000, Mr Sathya Shankar, the Chairman and Managing Director of SG Corporates, aspired to create jobs for the local community and improve their lives.

    “We are one of the first brands to introduce ethnic flavours where there are far too many foreign flavours,” says Megha Shankar, director-marketing and strategy, SG Corporates which has House of Bindu as the FMCG arm. The company started with Bindu Fizz Jeera Masala, which has become the most loved carbonated ethnic beverage in the South. The brand now includes a range of beverages with ethnic flavours and fruit-based drinks in its portfolio.”

    Building on this success, House of Bindu is now targeting the national market, with a high-impact rollout across Uttar Pradesh, Bihar, West Bengal, Maharashtra, Gujarat, Rajasthan, Punjab, and the Delhi-NCR region. House of Bindu has set itself an ambitious revenue goal of Rs 1,000 crore over the next 3 years, by leveraging more than 5 lakh retailers. “We are now set to expand nationwide, introducing our much-loved Bindu Fizz Jeera Masala to a wider audience while staying true to our roots. Our focus is bridging tradition with innovation to make the brand relevant for today’s Gen Z and millennial consumers”, Megha added.

    The company has two more production units in Sangareddy, Telangana, and a state-of-the-art manufacturing unit in Visakhapatnam to cater to its nation-wide customer base, and a digital-first approach is important to raise awareness about the brand’s legacy.

    PivotRoots co-founder & CCO, Hetal Khalsa, maker of the film mentioned, “We are excited to collaborate with Bindu and bring its legacy to a larger audience through strategic storytelling and digital innovation. Our goal is to reshape perceptions, deepen consumer engagement, and position Bindu not just as a beverage but as an essential part of everyday moments across India and this film is the 1st step towards that.”

    Having started with just 15 employees, who continue to work even today, they now have 2,500 direct employees, and 7,000 to 8,000 indirect employees. The positive impact that the company has had on the local community, especially by providing equal opportunities for women, has enabled it to strengthen its brand and position in the beverage market, and will continue to be critical in its national growth journey.”

  • Mandals to the Metaverse Zee 24 Taas Goes Global with Ganpati

    Mandals to the Metaverse Zee 24 Taas Goes Global with Ganpati

    MUMBAI: Ganpati Goes Global, and Zee 24 Taas Is Right at the Heart of It. From Glasgow to Girgaon, Ganpati is no longer just a local celebration, it’s a global phenomenon. And Zee 24 Taas isn’t just covering the news, it’s shaping the narrative. In an engaging conversation with Indian Television Dot Com Zee 24 Taas editor Kamlesh Sutar shared how the channel is reimagining festive programming to reflect both tradition and tech, rural reverence and social media sparkle.

    “It starts with Shravan,” Sutar explains, “Dahi Handi and Gokulashtami kick off the season, followed by Ganesh Utsav, Navratri, and Diwali. Our audience spans the globe now diaspora in the US, UK, UAE, even Pakistan tunes in.” Last year, the channel’s Desho Deshi Se Bappa special featured live coverage from Glasgow, where the Grand Maharashtra Mandal’s celebrations lit up screens back home.

    Zee 24 Taas plans to go bigger this year, capturing Ganesh festivities in cities with strong Maharashtrian communities Dubai, New York, Spain, and beyond showing how faith travels and festivals follow.

    Back home, the strategy is rooted in hyper-local storytelling. “Mumbai isn’t just Mumbai,” Sutar says. “We go down to the mohalla Dadar, Parel, Girgaon. And the same for other cities Ashur in Pune, Hatkanangle in Kolhapur. Hyper-local gives us deeper engagement and a stronger emotional connect.”

    The channel’s on-ground teams no longer report from the field they are the field. Anchors now go live from pandals and mandals, turning static coverage into immersive storytelling.

    Zee 24 Taas is also speaking the language of Gen Z. “Young people don’t tune into conventional news, they scroll it,” Sutar says. So the team infuses digital-first formats like Instagram Lives, trending reels, and celeb-driven content. A Celebrity Ganpati segment is in the works, roping in well-known faces to boost youth engagement across platforms. “We’re not just live on TV, we’re live on YouTube, Instagram, everywhere.”

    To keep audiences plugged into the pulse of the festival, Zee 24 Taas has lined up a comprehensive slate of special programming that blends devotion with entertainment. For television viewers, the schedule includes Shree Ganesh Aarti, a daily broadcast of the morning aarti from 27 August to 6 September at 6:45am, and Zee 24 Taas Sukhkarta, airing twice first as a build-up from 21 to 26 August at 10:30am, and later as a daily festival bulletin from 27 August to 6 September at 7:30am.

    Global Bappa, telecast at 12:30pm, brings a glimpse of Ganeshotsav celebrations from across the world, while Bappa Aaj Kai Khanar spices things up with festive recipes during the same afternoon slot. Gharguti Ganesh Spardha, airing from 1:30pm to 2pm, invites viewers to showcase their home celebrations, while Celebrity Ganpati brings star-studded darshans to the screen from 5:30pm. Gavakadcha Bappa, scheduled at 7:30pm, offers local flavours through festival walk-throughs from across Maharashtra. Special aarti broadcasts like Shree Ganeshachi Pran Prathishtha will mark the festival’s start on 26 and 27 August. The finale, Pudhchya Varshi Lavkar Ya, on Anant Chaturdashi (6 September), will run from 7am to 11pm, capturing the immersion-day fervour.

    Beyond the box, Zee 24 Taas is equally charged up on digital. Their festival content package includes a mix of festival news, informative stories on Ganesh Chaturthi’s significance and rituals, vibrant photo galleries featuring eco-friendly idols and pandals, and specially curated recipes. The channel’s social feeds will also be abuzz with original and syndicated videos, plus crowd-sourced web stories featuring images sent by enthusiastic devotees. This integrated multi-platform strategy ensures Zee 24 Taas celebrates Ganeshotsav not just as a regional affair, but as a global experience echoing across living rooms in India and beyond.

    Sustainability, too, has made its way into editorial choices. The channel spotlights eco-friendly idols, online pujas, and even the rise of online Ganesh shopping. “Modern-day concerns like the environment and accessibility are integrated seamlessly,” Sutar notes.

    Zee 24 Taas is mindful of maintaining editorial sanctity while embracing advertiser partnerships. “Brand integration works when it’s organic,” says Sutar. “For instance, a mithai brand during Ganpati feels natural. We steer clear of irrelevant sponsorships. It has to be a win-win for the brand and for our audience.”

    The channel’s approach ensures advertisers find a contextual home during peak seasons, and viewers get content that’s immersive, not intrusive. With tailored brand stories, past campaigns have seen solid ROI and lasting recall.

    At its heart, Zee 24 Taas’ festive coverage is driven by a simple belief: India’s festivals aren’t bound by state lines or even national ones. They resonate worldwide, evolve with technology, and unite communities through shared celebration.

    And as Kamlesh Sutar puts it best, “I may not celebrate Ganpati at home anymore, but with Zee 24 Taas, I get to celebrate it with a million households across the world.”