ITV

Tag: Dilfluencers

  • Networks like ZEE have successfully upheld linear TV’s relevance by focusing on family-oriented programming: Ashish Sehgal

    Networks like ZEE have successfully upheld linear TV’s relevance by focusing on family-oriented programming: Ashish Sehgal

    Mumbai: ZEE Network unveiled its latest campaign, ‘Dilfluencers’, celebrating the connection its beloved TV characters share with audiences across Bharat. Far beyond the fleeting appeal of social media influencers, ZEE’s characters have become steadfast companions to millions, touching hearts and inspiring lives every single day.

    The campaign is rooted in the message of #SachTohYehiHai, emphasizing the authenticity and deep emotional resonance these characters have cultivated since ZEE’s inception in 1992.

    ZEE’s characters have become symbols of resilience, empowerment, and hope. Today, they stand as a daily presence in the lives of 174 million viewers, shaping conversations and fostering connections that go far beyond the screen.

    The ‘Dilfluencers’ campaign also presents a unique opportunity for brands to harness the deep-rooted trust and authenticity these characters command. Unlike transient social media trends, ZEE’s characters are woven into the fabric of everyday life, offering brands an avenue to create meaningful and enduring connections with audiences.

    On traditional TV continuing to remain relevant in India despite the digital boom, ZEE chief growth officer, digital & broadcast revenue, Ashish Sehgal said, “Linear TV continues to play a vital role in the modern media landscape, even as digital and connected TV platforms grow in prominence. Its mass reach remains unparalleled, drawing over 100 million viewers daily—a scale that digital platforms often find challenging to replicate for a single piece of content.

    One of linear TV’s defining characteristics is its ability to provide a shared experience through appointment viewing. Audiences come together at specific times to watch popular shows, fostering communal moments with family and friends that are less common in the fragmented world of digital media. Additionally, linear TV excels at creating emotional connections with viewers, making it an ideal platform for building impactful brand narratives and delivering memorable advertising campaigns.”

    On the question of innovating, he further opined, “To stay competitive, linear TV must continuously innovate and produce high-quality, engaging content that keeps audiences invested. The rise of Smart and connected TVs has further enhanced the traditional viewing experience, offering seamless integration of digital content with linear programming. Rather than replacing linear TV, these advancements complement its offerings, broadening its appeal and strengthening its ability to engage viewers.

    Networks like ZEE have successfully upheld linear TV’s relevance by focusing on family-oriented programming that resonates with diverse audiences, fostering loyalty across demographics. While digital platforms continue to evolve, linear TV remains a key medium due to its extensive reach, emotional resonance, and capacity to create shared viewing experiences. The integration of digital features into traditional TV formats underscores its adaptability and enduring importance in the media ecosystem,” he concludes.

  • ZEE Network announces their new campaign ‘Dilfluencers’

    ZEE Network announces their new campaign ‘Dilfluencers’

    Mumbai: ZEE Network is set to announce the launch of their new campaign ‘Dilfluencers’.

    The latest campaign emphasizes that its most loved TV characters are far more than just social media stars but are a daily companion to the millions of viewers whose hearts they touch on a daily basis, therefore dubbing them as ‘Dilfluencers’. A campaign film featuring Jackie Shroff humorously shifts the focus from conventional social media shoutouts to the powerful everyday influence ZEE’s characters wield. The messaging for ‘Dilfluencers’ is rooted in #SachTohYehiHai, underscoring how ZEE’s characters have, since 1992, evolved into symbols of resilience and empowerment, producing over 5 lakh episodes and 3 lakh+ hours of content. Serving as a daily companion to 174 million people, ZEE’s characters capture the evolving aspirations of viewers, championing themes like equality, reverse parenting, and second chances. ‘Dilfluencers’ creates an opportunity for brands to leverage the authenticity and deep-rooted trust these characters command, making connections that extend beyond social media into the everyday lives of audiences across Bharat.

    ZEE chief growth officer, digital & broadcast revenue, Ashish Sehgal said, “In a culturally diverse country like India, our ‘Dilfluencers’ resonate with viewers across multiple demographics. With a network reach of 859 million viewers, including 439 million females, ZEE connects with the key decision makers of every household. Our weekly organic cumulative reach on social is 960 million which makes ZEE’s characters indispensable for brands to influence household choices. These characters are more than on-screen personas—they are deeply relatable figures in viewers’ lives, offering brands a unique opportunity to tap into their trust and loyalty. Television has built these iconic characters, while digital media has amplified engagement, adding new dimensions. Branded content leveraging ZEE Influencers has already delivered impactful results, and with this launch, we aim to scale this success, offering partners an unmatched connection with households across India.”

    ZEE CMO, content SBU, Kartik Mahadev said, “At Zee, our storytelling is consumer inspired, it reflects the evolving aspirations of our audiences, feels authentic and creates emotional resonance required to propel change. Our characters today take on roles as bankers, bakers, entrepreneurs, and teachers, they spark cultural conversations and foster a deep sense of community. It isn’t enough for influencers to just wear a product. Through ‘Dilfluencers’ we are going further, enabling brands to harness the halo of our most trusted TV characters and their unique ability to shape life choices, coupled with a digital video delivery that feels personal. This initiative brings the best of two worlds, the equity building power of TV personas and the flexibility of digital delivery that can be targeted to hyperlocal audiences, creating empathy at scale.”