Tag: Ashish Sehgal

  • Revolving doors keep spinning in television as executives flee for calmer pastures

    Revolving doors keep spinning in television as executives flee for calmer pastures

    MUMBAI: The Indian media and entertainment business is experiencing something of a convulsion. At the heart of the storm sits television, a medium once considered impregnable, now rattled by both economic pressures and shifting consumption patterns. Senior and mid-level executives are walking out of plush offices at an unprecedented rate, turning resignation letters into the industry’s hottest commodity. The revolving doors at general entertainment channels, factual broadcasters and news networks have scarcely stopped spinning.

    Take the case of Rahul Kanwal, who after more than 16 years of high-profile editorial leadership quit India Today TV to join NDTV, in a move that shocked newsroom insiders. Or Ajit Varghese, the revenue chief at JioStar, who traded the corporate heft of a giant for partnership status at Madison, Sam Balsara’s three-and-a-half-decade-old agency. Meanwhile, Ashish Sehgal, a towering presence at Zee Entertainment for two decades and long seen as a confidant of Subhash Chandra and Punit Goenka bowed out just last week, a departure many in the industry still consider unimaginable.

    The Indian entertainment industry has been undergoing a leadership shake-up, particularly at Sony Pictures Networks India (SPNI). Veteran executive Neeraj Vyas exited after decades with the broadcaster to pursue entrepreneurial ambitions, signalling a personal pivot. Leena Lele Dutta, who oversaw the Kids and Animation business, is also stepping down, with Ambesh Tiwari set to replace her—a move that reflects SPNI’s portfolio restructuring. At the same time, the network bolstered its programming muscle by onboarding Nimisha Pandey as Programming Head at Sony SAB, underlining a renewed focus on fresh content creation.

    At Zee Media, a similar churn has unfolded. Manish Kalra and Archana Anand departed from Zee5 amid the platform’s ongoing strategy reset, while Mona Jain, Chief Revenue Officer, stepped down in August, citing industry-wide advertising pressures. Leadership realignment continued with Karan Abhishek Singh taking over as CEO, succeeding Abhay Ojha. These shifts highlight both the turbulence caused by stalled merger talks and the urgent need for sharper digital and ad revenue strategies.

    The news broadcasting sector has also witnessed high-profile exits. Avinash Pandey, CEO of ABP Network, resigned after more than two decades, stating personal reasons and the desire for a new professional chapter, with Sumanta Datta stepping in as his successor. MK Anand, CEO of Times Network, retired after leading the group through market headwinds, paving the way for Varun Kohli, who joined as COO to drive growth. Meanwhile, industry veteran Bobby Pawar shifted gears by joining News18 Studio as a creative consultant, reflecting the increasing importance of branded storytelling and creative content partnerships in newsrooms.

    The exits stretch beyond individual cases. Varun Kohli, who lasted barely a year as chief executive of Times Now, is gone. Aditya Raj Kaul, a stalwart of TV9, has crossed over to NDTV. At Warner Bros Discovery, Uttam Pal Singh, who spearheaded kids’ programming, resigned suddenly earlier this year, followed by Azmat Jagmat, another senior name. And in a particularly symbolic shift, Sanjog Gupta, head of sports at JioStar, has left to take up what one insider calls “a less bruising role” at the International Cricket Conference.

    What explains this exodus? A cocktail of pressures, say industry watchers. “Some of the folks are being let go on account of job redundancies,” observes one long-time media consultant. The wave of mergers and acquisitions JioStar’s consolidation, Zee’s attempted tie-ups, and the global reorganisations at Warner Bros Discovery has created overlapping functions. Where there are two people for one chair, one has to go.

    But redundancies only partly explain the malaise. The sharper truth, argue observers, lies in economics. Television revenues are under siege. Ad growth has slowed dramatically, with TAM Media data showing a 10 per cent decline in the first half of the year. Broadcasters, desperate to offset the slide, are demanding steeper targets from revenue heads and programming chiefs. “The expectations are unreasonable,” says another insider. “Advertisers are spoiled for choice, streaming platforms are eating into budgets, and yet top managements are chasing revenue hikes that are simply not possible. The stress is unbearable.”

    Increments, too, have dried up. Senior executives accustomed to annual rises and bonuses now find themselves fighting merely to hold ground. Worse still, broadcasters have been launching streaming services of their own almost all advertising-driven which has only spread resources thinner and pushed teams into even more brutal competition for a shrinking pool of ad dollars.

    Not all departures are sackings; some are voluntary retreats. As one industry observer puts it: “Executives are not just quitting jobs, they’re choosing health over hypertension. The rat race is too costly.” Indeed, several departures from Sanjog Gupta’s exit to ICC, to executives slipping into agencies or advisory roles bear the hallmark of a search for relative calm.

    Macro forces are compounding the gloom. With Russia’s war in Ukraine dragging on, Israel and Palestine locked in fresh conflict, and US president Donald Trump slapping stiff tariffs on Indian goods, global instability is feeding into local advertising budgets. Brands, particularly multinationals, are cautious, trimming campaigns and deferring big spends. “Belt-tightening will only intensify in the second half of the year,” warns a veteran media planner. “Blood baths are going to continue. Expect more resignations, more forced exits. The churn is far from over.”

    For now, television in India is still a business of scale: hundreds of millions watch every day, advertising still contributes the lion’s share of broadcaster revenues, and regional channels continue to proliferate. But for the men and women running the show, the glamour has dimmed. The executive suite, once the ultimate perch, has become a revolving door. And the more it spins, the less likely it seems to stop anytime soon.

     

  • Ashish Sehgal quits Zee, replaced by old hand Laxmi Shetty

    Ashish Sehgal quits Zee, replaced by old hand Laxmi Shetty

    MUMBAI: Old Zee timer Ashish Sehgal is moving on. Sehgal who was with the Zee group for nearly 20 years was designated as the chief growth officer, advertisement revenue and was known to be very close to promoter Subhash Chandra.

    It was just last month that he had been inducted into the Indian Telly Awards hall of fame for his contribution to the entertainment behemoth. He was also on the board of directors of The Indian Broadcasting & Digital Foundation.

    The company made the announcement through a regulatory filing with the Bombay stock exchange. It said that Sehgal was moving out for personal reasons and the parting was mutual.

    In his resignation note Ashish Sehgal said: “After much reflection, I have decided to step down from my role at Zee Entertainment Enterprise Ltd, marking the end of a truly enriching chapter in my professional journey. It has been an incredible experience spanning almost 20 years, during which I’ve had the privilege to learn every nuance of the trade, grow through challenges, and contribute meaningfully to our shared goals.”

    “Working under your leadership and alongside such talented colleagues has been both an honour and a learning experience. The culture of excellence, collaboration, and innovation here has shaped me in ways I will always carry forward. As I move on to explore new horizons, I do so with immense respect and appreciation for everything this organisation has given me.” 

    The company also announced the elevation of Laxmi Shetty as the head of advertisement revenue, broadcast & digital. Shetty has been part of the leadership team for 20 years, the company said.

    In a press note, Zee highlighted that Laxmi will lead the company’s efforts to enhance monetisation across the linear and digital businesses, further strengthening its financial foundation by maximising revenue generation. In this role, Laxmi will report directly to the CEO, Punit Goenka.

    “Laxmi has been an integral part of the leadership team and a strong pillar of the revenue vertical for over 20 years and has rich experience in the overall advertising landscape. She has been recognized for successfully implementing sustainable creative solutions, enhancing revenue generation opportunities. Her expertise lies in driving strategic excellence across the sales ecosystem through innovative cross-platform solutions, capitalising on newer opportunities, leading to enhanced value delivery to advertisers. In this new role, Laxmi would be responsible for driving a holistic monetization strategy across the business by tapping into newer revenue streams and enhancing the advertiser base by delivering unique solutions at the intersection of content and technology.”

  • Zee5 launches 5 free streaming channels on LG Smart TVs across India

    Zee5 launches 5 free streaming channels on LG Smart TVs across India

    MUMBAI: TV’s gone lean-back, not laid back and Zee5 is making sure your living room feels like a blockbuster. In a move that turbocharges its Connected TV game, Zee5 has launched five new genre-specific FAST (Free Ad-Supported Streaming Television) channels on LG Channels, the built-in, free streaming platform available on all LG Smart TVs.

    The new channels Z Dil Se, Z Horror Nights, Z Comedy Nation, Z Cine Classic, and Z South Flix are aimed at viewers who want high-quality, no-strings-attached entertainment, ranging from nostalgic Hindi films and supernatural spooks to dubbed South blockbusters and feel-good family comedies. And the best part? They’re completely free, with no subscriptions, sign-ins, or downloads needed.

    Drawing from Zee5’s massive library of content spanning over 30 years of legacy IP, these channels are curated into snackable, always-on programming blocks tailored for India’s growing lean-back audience. With 5 genre-rich streams ready to go, all you need is a remote and a couch.

    Zee Entertainment Enterprises Ltd., chief growth officer Ashish Sehgal explained, “Our FAST channel expansion to LG devices, backed by LG’s presence in Indian households, ensures seamless and free access to genre-led, high-quality content. It’s about more than just distribution, it’s about elevating the Connected TV experience for both viewers and advertisers.”

    LG Electronics India director of media entertainment solution Brian Jung added, “Zee5’s new FAST channels on LG make premium, culturally relevant, family-first content available without barriers. No paywalls, no passwords just pure entertainment.”

    Available instantly on LG Channels via the home screen of LG Smart TVs, these new additions represent a major stride in Zee5’s Connected TV ambitions, targeting India’s 20 million plus Smart TV households. For advertisers, the move opens doors to a highly engaged, screen-led demographic in a premium ad-supported format.

    Whether you’re in the mood for classic Govinda, spooky thrillers, or South Indian action dubbed in Hindi, Zee5’s FAST channels have a channel just for you no fees, just feels.

  • Zee rolls out R.I.S.E to woo marketers and scale brand game

    Zee rolls out R.I.S.E to woo marketers and scale brand game

    MUMBAI: With a new promise – “We’ll earn your media business by growing your real business” – Zee Entertainment Enterprises Ltd (ZEEL) has fired up its latest marketing juggernaut: R.I.S.E, shorthand for Results | Integration | Strategy | Engagement. The showstopper initiative kicked off with a glitzy launch in Mumbai on Friday and now hits the road to Delhi (18 July), Bengaluru (23 July), Chennai (25 July), and Kolkata (28 July).

    Touted as a results-first, omnichannel flex, R.I.S.E is Zee’s bid to shake up brand building in a cluttered market. The media behemoth pulled out all the stops at the inaugural edition, showcasing its full-stack advertising muscle — from 41 broadcast channels and ZEE5 to its YouTube sprawl, regional IPs, influencer network, and social play. In short, if a screen can light up, Zee wants your brand on it.

    This isn’t just another sizzle reel. Zee is betting big on tech-powered storytelling that marries data, AI, and content to deliver campaigns that actually move the needle. “It’s time media stops being a vanity metric,” quipped one insider. “We’re here to build real business outcomes.”

    Speaking on the launch, Zee Entertainment Enterprises Ltd. chief growth officee Ashish Sehgal said: “ZEE is the only platform that offers a full-funnel ecosystem, spanning from awareness to action and from mass to hyperlocal reach, with a philosophy that we are here to sell “Growth”. We have brought all our platforms together – broadcast, OTT, Digital video, Influencers, Music, Ground- so that every rupee spent is scalable & smart.”

    R.I.S.E has been imagined as a convergence zone for marketers, founders, VCs, and retail players. Panels deep-dived into brand-building in turbulent times, using integrated media to scale regional footprints, and how to link venture capital with the next-gen D2C wave.

    As the caravan rolls on to India’s top metros, the message is loud and clear: storytelling is sexy, but conversions are king.

  • TV’s desi power play: How regional storytelling is uniting a billion hearts

    TV’s desi power play: How regional storytelling is uniting a billion hearts

    MUMBAI: At the 2025 edition of the Media Investment Summit by Indiantelevision.com, a potent mix of data, drama and desi sensibilities took centre stage. In a session titled ‘From Regional to National: How Television Unites & Influences Billions’, top executives from insurance, FMCG, media, and broadcast peeled back the layers of India’s most underrated soft power—television.

    Chaired by Tam Media Research CEO L V Krishnan the panel drove home a core truth: in a country as complex as India, regional is not a stepping stone to national—it’s the soul of it.

    Zee Entertainment chief growth officer Ashish Sehgal opened the session with a clear stance on storytelling. “We’re looking at a command-level segmentation exercise in a vast, culturally diverse country. The same storyline can vibrate differently across states, languages and values”, he said. The key, he noted, was not translation—but transcreation. What works in Maharashtra needs rethinking for Manipur.

    Sehgal highlighted how television continues to command trust, “People spend more time watching TV in the living room than browsing online in isolation. That communal screen-time is where influence breeds”.

    Britannia GM – media Riya Joseph added flavour with paint ads and biscuits. “If we use one ad template for Rajasthan and another for Karnataka, we’ve already lost the battle. Paint colours, biscuit flavours—even the tone of a jingle—need localisation”, she said. In Joseph’s world, the biscuit is serious business. “The challenge isn’t just shelf space—it’s shelf recall in a noisy media universe”, she added.

    Britannia’s hyperlocal campaigns often start as social experiments and end up earning massive engagement with minimal media spends. “When we celebrated pronunciation quirks around ‘croissant’, it went viral. Because it came from their lives, not ours”, she quipped.

    For insurance brands, the entry barrier isn’t price—it’s comprehension. “In a culturally vibrant and diverse country like India, where every corner celebrates its own festivals and traditions across different languages and cultures, marketers have a unique opportunity to connect deeply with consumers through festive storytelling. These festivals, rich with emotion, symbolism, and values, offer a goldmine of inspiration— but to create an impact that lasts, the story must not only reflect the festive spirit but also stay true to the brand’s core message.”, said Edelweiss Life Insurance CMO Abhishek Gupta.

    Gupta pushed for story-first advertising. “Across India, every region holds real stories of loss, hope, aspiration and renewal. These aren’t fictional narratives—they’re lived realities. Marrying those with brand promise creates resonance and trust”, he said, adding that regional storytelling builds both loyalty and local advisory networks.

    Shemaroo Entertainment business head – Hindi GEC Sagar Hosamani leaned into faith-based programming as a vehicle for localisation. “Every festival must reflect the cultural nuance of its origin. Devotion isn’t one-size-fits-all”, he said.

    Hosamani highlighted that storytelling isn’t just about language but ritual, colour, iconography and emotional pace. “If we shoot a Navratri segment in Mumbai and call it pan-Indian, we miss the mark. It must feel local to be loved nationally”, he said.

    Madison Media Sigma CEO Vanita Keswani offered a sharp media planner’s take, “There’s no ‘national vs regional’ anymore. It’s both. Every brand plan today has multi-layered targeting—regional, hyperlocal, and mass”.

    Measurement, she stressed, is now possible down to the taluka level. “We can measure Sun TV’s performance in Madurai versus Chennai versus Coimbatore. From search queries to WhatsApp bot data, the tools are in place”, she added. Keswani emphasised that regional content is increasingly outperforming national content in engagement-led metrics.

    Live Times founder Dilip Singh closed the discussion with a rousing pitch for television’s credibility. “There are 400-plus channels in India, yet audiences still turn to TV for breaking news. During high-stakes events, TV rooms become war rooms”, he said, citing the post-India-Pakistan strike coverage where mobile viewership dipped but TV soared.

    Singh called for fact-first newsrooms. “It’s not about being the fastest. It’s about being the most accurate. Truth is our only product”, he said.

    All panellists agreed that India’s complexity demands cultural fluency, not marketing convenience. As Sehgal concluded: “You speak my language, my brain listens. You speak my culture, my heart responds”.

    At a time when digital fragmentation is rising, the session underscored how television—through regional storytelling—remains India’s most unifying screen.

  • Nivea Purna and Zee Kannada champion a cultural shift in self-care

    Nivea Purna and Zee Kannada champion a cultural shift in self-care

    MUMBAI: Nivea India has teamed up with Zee Kannada to launch Nivea Purna – Self-Care is Complete Care, a campaign that transforms body lotion marketing into a movement celebrating women’s well-being and empowerment.

    The campaign struck a deeply emotional chord by integrating beloved TV characters Seetha (Vaishnavi Gowda) and Shravani (Asiya Firdouse) into its narrative. These fan-favourite figures helped deliver the message authentically, positioning self-care as an achievable and essential part of women’s daily lives.

    By partnering with Zee Kannada and its digital extension Zee5, the campaign embedded itself into the cultural heartbeat of Karnataka. It brought the self-care conversation into living rooms through content that women already trust and connect with.

    The activation gained further momentum with the Nivea Purna Contest, which encouraged women across Karnataka to share personal stories of self-care. What started as a call to action quickly evolved into a community-driven movement, amplified by genuine engagement on social media.

    The campaign reached its crescendo at the Zee Entertainers event, celebrating participants and spotlighting women’s wellness through engaging activities such as rapid-fire rounds, meet-and-greets, and a felicitation ceremony. It was more than an awards night-it was a vibrant community celebration that solidified the emotional link between the brand and its audience.

    “This campaign wasn’t about marketing a product; it was about being part of a larger movement,” the brand stated, underscoring the campaign’s broader purpose and impact on brand sentiment and market performance.

    “Nivea Purna was more than a campaign-it was a movement to make self-care essential, not optional. Partnering with Zee Kannada helped us connect deeply with women in Karnataka, bringing this message to life in a culturally relevant way. The overwhelming response inspires us to keep driving meaningful conversations that empower women to prioritise their well-being every day.”

    Nivea India marketing director Shweta Dalal “Nivea Purna highlights how brands that authentically connect with their audience-through storytelling, inclusivity, and cultural relevance-can drive lasting changes in perception while achieving tangible business results.”

    OMD India associate vice-president Tanushree Chakraborty “This collaboration exemplifies our commitment to delivering impactful brand solutions by leveraging Zee’s vast network and strengths to seamlessly amplify brand stories across multiple touchpoints and drive maximum impact on brand equity. As the undisputed leader in the Kannada market, our channel and content enjoy a cult following, enabling us to craft authentic, high-engagement brand campaigns. With Zee’s beloved characters, who share a deep emotional bond with audiences, we provide the perfect platform to spark meaningful brand conversations in millions of homes. A big kudos to the entire team, with a special mention to Nivea and the OMD team, who partnered with us to make this campaign a resounding success. We remain committed to setting new benchmarks with more such innovative and high-impact brand collaborations.”

    Zee Entertainment Enterprises Ltd. chief growth officer Ashish Sehgal, Through Nivea Purna, the brand didn’t just promote a product-it created a movement rooted in cultural relevance, emotional connection, and empowerment.

  • Zee Cine Awards goes fans front and centre as Zee’s Sehgal says paying premium is par for the course

    Zee Cine Awards goes fans front and centre as Zee’s Sehgal says paying premium is par for the course

    MUMBAI: The 23 edition of the Zee Cine Awards, in partnership with Maruti Suzuki and centred around the ‘FANtertainment’ theme, isn’t just a red carpet affair—it’s a full-blown fan-fest. From a trophy designed especially for fans to celebrity shoutouts that blur the line between reel and real, the event is shaping up to be a celebration of Hindi cinema’s biggest force: its audience. Scheduled for 17 May at the NSCI Dome in Mumbai, the show promises a turbocharged blend of cinema, stardom and crowd-loving spectacle.

     Zee’s chief growth officer for advertisement revenue Ashish Sehgal, pulled back the curtain on the machinery behind the madness—and the philosophy fuelling this marquee celebration. From crowning fans as the real kings of Hindi cinema to boasting about a reach that spans 200 countries, Sehgal delivered his message with a flair as colourful as a Hindi dance number. It was part corporate spiel, part showbiz sass — and wholly entertaining.

    Sehgal explained how the company handpicks talent for its marquee Zee Cine Awards. The formula is simple: star power meets current relevance. He emphasised that the headliners, from Kartik Aaryan to Jacqueline Fernandez, were chosen for their popularity and what they contributed to cinema in the past year. Aaryan, he noted, is “the most popular star right now”, having attained “superstar status” off a recent mega-hit, while actress Vaani Kapoor brings the “oomph and the glamour” every awards night needs. 

    And in case anyone thought Fernandez’s inclusion — following a quiet spell in the press — was a PR play, Sehgal shrugged it off. “

    We look at talent… we don’t look at their personal lives,” he said, making it clear that only industry impact matters when assembling the show’s roster. Up-and-coming crowd-pullers like Rashmika Mandanna are on the cards too, because giving rising stars the stage is part of the plan. “This stage helps them to popularise,” he added, noting the event keeps even big celebrities humble by reminding them it’s all for the fans.

    Sehgal then switched gears to the awards’ marketing and audience engagement blitz. The mantra this year is unapologetically “fan first”. Zee is pulling out all the stops on promotional content – even transforming its usually staid press conference into a viral spectacle that has already netted “2.5 million views across all platforms.”  And that was just the announcement. 

    The network plans to set up fan interaction booths across the country, literally putting the public in the spotlight. As Sehgal put it, “we are keeping fans ahead of everybody” in this edition. In fact, one new promotional video features A-list actors looking straight at the camera and humbly telling viewers, “boss, you are our Mahibab and you are the one who decides what we are today.”  In other words, the fans aren’t just along for the ride – they’re driving the plot.

    He is equally bullish about sponsor involvement, painting brands as co-stars rather than mere advertisers. Far from just slapping logos on screen, sponsors get woven into the show’s fabric in clever ways. The awards offer “huge tangible benefits beyond advertising,”  Sehgal said, from credibility by association to custom in-show integrations that align with a brand’s ethos. 

    Associating with a glamorous event watched by millions gives companies instant top-of-mind recall and a chance to engage consumers through entertainment. Unlike a film where directors balk at blatant product placements, this live extravaganza has no script constraints. That means a carmaker can sponsor a viewer-voted category or a tech brand can commission a themed act – the kind of opportunity, he suggested, that simply can’t be scripted elsewhere in Indian entertainment.

    Sehgal even bristled at the notion that advertisers are overpaying for all this glitz. When asked if sponsors are charged a hefty premium for visibility during the high-profile event, he quipped that questioning the price is as absurd as questioning cricket’s biggest tournament. 

    “Because the stature of the show itself is such that obviously people will have to pay premium,” he argued, implying Zee Cine Awards is in a league where premium pricing is expected. With production costs running sky-high, he insisted the rates are only natural. “I don’t think… the kind of price they pay is a premium,” Sehgal said bluntly. “I think it is the realistic value” for the massive mileage brands get from the event’s reach. In other words, sponsors aren’t being gouged – they’re getting what they pay for, and then some.

    In true corporate fashion, Sehgal measures success not just in rupees and paise. “We don’t do anything if there is no ROI. But ROI is never only about money,” he noted. He revealed that while the budget for this spectacle is enormous (unsurprisingly, it’s one of Zee’s costliest productions), the returns are equally huge – albeit not all immediate or monetary. 

    The twenty third edition of Zee Cine Awards is now the network’s biggest intellectual property, a status that “has a huge valuation impact on our total valuation of the company,” according to Sehgal. Put simply, beyond the ad slots and sponsorship fees, the show’s real payoff is in burnishing Zee’s brand equity. It’s the “most recognised marquee marketing event” for Zee – essentially the public face of the network – and that halo effect is priceless.

    Sehgal was not shy about what sets Zee’s awards apart from rivals like Filmfare or IIFA either. He reminded us that Zee Cine Awards was the first in the industry “to pioneer the Viewer’s Choice Award,” giving the public a say in the winners long before others caught on. Now that competitors have imitated this democratisation of awards, Zee is upping the ante with its fan-centric twist. 

    “We have anyway created that uniqueness”, he said, comparing other ceremonies to simply “playing awards” while “we are about fans and we are also keeping their choices in mind.” Another bragging right is pure reach. 
    Thanks to Zee’s sprawling broadcast empire, this show will be simulcast on 19 channels – including Zee TV, Zee Cinema and streaming platform Zee5 – blanketing an unrivalled 200 countries. No other award show, he boasted, can match that footprint. It’s a distribution coup that turns a one-night Hindi cinema party into a global viewing event.

    And as for what new surprises or innovations audiences can expect in future editions? On that, Sehgal played coy. “Well, that you will see on screen,” he chuckled, declining to spoil any plans.

    In classic showman style, he’s keeping those cards close to his chest. For now, one thing is certain: Zee is pulling out all the stops for this year’s awards show – and the fans, as they say, are truly running the show.

  • Zee-Indira IVF shine a light on infertility with mini-series Vitromates

    Zee-Indira IVF shine a light on infertility with mini-series Vitromates

    MUMBAI: Zee TV, known for pushing the boundaries of storytelling, has launched Vitromates, an emotionally resonant mini-series tackling the challenges of infertility.

    The show is part of the ‘Zee Mini Series’ format, a revolutionary approach designed to captivate modern audiences with its bite-sized, seven-episode stories. But here’s the kicker: Zee has partnered with Indira IVF to bring authenticity and awareness to this sensitive topic.

    Do we talk about infertility enough? Probably not. And that’s precisely why Vitromates is here—to tell stories that matter and, hopefully, shatter some taboos along the way.

    The series introduces Kriti, a widow contemplating IVF to fulfil her late husband Ved’s dream of parenthood. At Dr. Tejaswini’s IVF clinic, Kriti reconnects with three women—Maya, Madhuri, and Asha—each grappling with their own fertility struggles. Together, they form the ‘Vitromates’, a circle of support that embodies resilience, friendship, and hope.

    From Maya’s financial struggles to Madhuri’s marital doubts and Asha’s secret IVF journey amid family tensions, the show masterfully navigates the emotional rollercoaster of infertility. And the ending? A heartwarming testament to human strength and new beginnings.

    This collaboration with Indira IVF aims to normalise conversations around infertility—a condition that affects millions but is often swept under the rug. Did you know only 2 per cent of affected individuals seek treatment? Through Zee’s vast network of TV channels, digital platform Zee5, and an expansive social media presence, Vitromates brings this topic into the limelight.

    Zee chief growth officer Ashish Sehgal shared his excitement,  “At Zee, we are dedicated to crafting innovative solutions tailored to meet the partner brands’ unique needs and with Vitromates, we’ve redefined how socially relevant messaging can be seamlessly integrated into storytelling. This collaboration with Indira IVF not only highlights an important conversation around infertility but also sets a benchmark for the industry, blending creative storytelling with impactful brand alignment. Through the unique format of the Zee Mini Series, we are excited to present compelling, snackable content that resonates with today’s viewers while creating memorable brand associations for our partners.”

    Indira IVF co-founder Nitiz Murdia echoed this sentiment,  “Vitromates is an attempt to bridge the awareness gap and stigma surrounding infertility, with only 2 per cent of affected individuals seeking treatment. By partnering with Zee TV, the goal is to promote the understanding that infertility is common and treatable, encouraging people to view it as a medical condition that can be addressed with modern technology.”

    The campaign has been meticulously planned by Team Madison, whose representatives expressed their pride in being part of such a groundbreaking initiative. “We are thrilled to be a part of Zee TV’s groundbreaking mini-series, where the emotional and practical challenges faced by individuals on their IVF journey are portrayed with authenticity and sensitivity. The seamless integration of Indira IVF’s state-of-the-art clinics, labs, and expert care into the storyline not only highlights the technical aspects of fertility treatments but also connects deeply with viewers on an emotional level. This collaboration allows us to show the real-life impact of our services, providing hope and reassurance to those considering IVF, all while emphasizing the compassionate and safe environment we offer at every step.”

    Vitromates is more than a mini-series; it’s a conversation starter. Whether you’re looking for relatable stories, a dose of hope, or just great storytelling, this show promises to deliver it all. 

  • Zee aims to replicate Sa Re Ga Ma Pa’s magic with DP World ILT20

    Zee aims to replicate Sa Re Ga Ma Pa’s magic with DP World ILT20

    MUMBAI: Cricket fever is officially off the charts as Season 3 of the DP World ILT20 kicks into high gear.

    The tournament has already delivered spine-tingling action, courtesy of cricket legends like Kieron Pollard, Sunil Narine, Sam Curran, and Andre Russell, among others. And guess what? You can catch all the drama live on Zee’s 15-linear TV channels, OTT platform Zee5, and partner networks.

    Now, here’s the kicker—Zee isn’t just in it to stream cricket. They’re in it to transform the ILT20 into a blockbuster, much like their iconic Sa Re Ga Ma Pa series. The channel is doubling down on its knack for spotting and nurturing talent, this time in the world of cricket.

    In a chat with Harbhajan Singh, Zee’s chief growth officer – digital & broadcast revenue, Ashish Sehgal revealed some ambitious goals, “Season 2 was a landmark achievement where we set a benchmark, reaching 220 million viewers. For Season 3, our goal is to make it even bigger and better, and we truly believe it’s happening—right from the very first match.”

    But how does Zee plan to do it? Sehgal pointed to Zee’s history of fostering talent, “At Zee, nurturing and fostering new talents is in our DNA, as demonstrated by properties like Sa Re Ga Ma Pa. Season 3 is already showing massive potential, and we’re aiming to nurture this 3-year-old property into a HUGE success.”

    So, could ILT20 become cricket’s Sa Re Ga Ma Pa? If Zee’s track record is anything to go by, the answer is yes.

    The tournament isn’t just about budding stars-it’s also stacked with cricketing royalty. Harbhajan Singh, with a whopping 711 international wickets, continues to bring his insights to the commentary box. Meanwhile, Pakistan’s Shoaib Akhtar-dubbed the “Rawalpindi Express”-is back as an ambassador, ready to electrify fans with his unmatched cricketing charisma.

    With 34 matches across Dubai, Abu Dhabi, and Sharjah from 11 January to 9 February 2025, cricket fans have plenty to look forward to. Tune in on any of Zee’s 15 linear TV channels, including favourites like Zee Cinema HD, &Flix, and Zee Biskope.

    Six franchise teams-Abu Dhabi Knight Riders, Desert Vipers, Dubai Capitals, Gulf Giants, MI Emirates, and Sharjah Warriorz-are set to battle it out for glory.

    With star-studded rosters and Zee’s entertainment expertise, the third season of ILT20 promises to be a smashing hit. The question is-will you be watching?

    Cricket, drama, and Zee-what more could you ask for? 

  • Zee reimagines Yamaha anthem with Sa Re Ga Ma Pa contestants

    Zee reimagines Yamaha anthem with Sa Re Ga Ma Pa contestants

    MUMBAI: Subtle branded content is all the rage. And Zee Entertainment Enterprises Ltd (Zee) has been working overtime to give that value-added oomph to advertising partners and sponsors. One such partner is Yamaha Motors, India.

    Yamaha Motors has an iconic anthem The Call of the Blue which was first launched in 2018 and has gone through various iterations, the latest being in September 2024 as the 4.0 version, which was tailored to resonate with the musical preferences of today’s youth. A new TVC was also released along with the song featuring young folks getting captivated by a film in the theatre, showcasing Yamaha’s iconic two-wheeler models, including global favorites. As they step out, they are thrilled to find these models right in front of them on the road.

    And of course, there is Zee’s legendary path-breaking original singing talent  show Sa Re Ga Ma Pa which is probably regaling a fourth or fifth generation of young viewers. Zee roped in the contestants of the reality show to sing the celebrated Yamaha anthem. For the first time ever, the young budding, musical talents reimagined the anthem, composed and performed their own renditions of it. This helped create a powerful and emotionally resonant experience that captivated audiences across the Punit Goenka-led network’s channels Zee TV, Zee Tamil, Zee Telugu. 

    Sa Re Ga Ma Pa has now become the canvas for a first-of-its-kind integration, where contestants from across India bring their unique style to the Yamaha anthem. This initiative extended beyond traditional marketing, allowing the spirit of Yamaha to echo through music and storytelling in an innovative, refreshing way.

    Sa Re Ga Ma Pa trio

    A press released from Zee stated that the collaboration strikes at the heart of music’s universal power to connect, inspire, and create lasting memories. As the contestants infused Yamaha’s anthem with their passion, energy, and individual creativity, the result was an electrifying mix that embodied the brand’s core values of adventure, freedom, and brotherhood. The partnership therefore went beyond mere promotion—it was a celebration of creativity, artistry, and individuality.

    The campaign garnered a massive cumulative reach of approximately 25 million viewers across Zee’s platforms, amplifying Yamaha’s message of adventure and passion and making it resonate with music lovers, especially the youth, adds the press release. Through this collaboration, Yamaha and Zee have forged a meaningful connection with their audiences, proving once again that music and storytelling can transcend the ordinary and create extraordinary experiences.

    Zee chief growth officer-digital & broadcast revenue  Ashish Sehgal points out that the Yamaha partnership is the perfect embodiment of the network’s philosophy of bringing brands closer to their audiences.

    He adds: “The synergy between Yamaha’s adventurous spirit and the creative energy of Sa Re Ga Ma Pa contestants has led to an exciting and impactful collaboration that has not only amplified Yamaha’s core message but also created a truly memorable experience. This campaign has resonated deeply with viewers, bringing the brand’s values to life in a way that is both engaging and inspiring. It’s a perfect example of how music and storytelling can come together to create something remarkable.”

    Yamaha Motor India general manager marketing Vijay Kaul is of the view that  motorcycles and music are two wonderful ways to connect with the world around. He adds: “Through this association, we look forward to connecting with young music lovers at a more intrinsic level, celebrating the shared values of freedom, passion, and self-expression. The thrill of the open road mirrors the rhythm of music, creating experiences that inspire and energize. For the first time on Sa Re Ga Ma Pa, contestants have crafted their unique renditions of a brand anthem, each piece capturing the essence of freedom, individuality, and the joy of riding.”

    Motivator India  chief growth officer & managing partner Aman Kochhar  highlights that the partnership worked better than using overt brand placement.  He adds:  “Reimagining The Call of the Blue anthem in their unique styles helped us connect with younger audiences, seamlessly integrating the brand into the content with fresh, vibrant energy.  The talented contestants on the platform showcased immense potential in understanding the brand’s requirements and delivering them with style. Hence, the collab was exceptional.”

    To watch the latest version of The Call of the Blue TVC click here: The Call of the Blue

    As The Call of the Blue anthem continues to strike a chord with audiences nationwide, Yamaha and Ze reaffirm their commitment to pushing creative boundaries. This collaboration marks just the beginning of what promises to be a lasting partnership that fuses music, storytelling, and brand values to deliver impactful, unforgettable experiences, the Zee press release elaborates.