ITV

Tag: Mangesh Kulkarni

  • Zee TV brings big relief to the middle class this monsoon

    Zee TV brings big relief to the middle class this monsoon

    MUMBAI: The Indian middle-class family runs on the unshakeable values of bachat, budget, ration, EMIs, and month-end jugaad. Every rupee matters; whether it’s choosing a sim recharge over a snack or holding back on a purchase to save for the future. In this world, ₹2 may seem trivial to some, but for a middle-class person, it holds real weight.

    Zee TV, through its renewed brand philosophy Aapka Apna Zee TV, resonates deeply with these lived experiences. And through its recently launched fiction show Tumm Se Tumm Tak, it brought to life a character like Anu — a girl rooted in practicality, self-respect, and middle-class sensibilities. In a moment that struck a chord with viewers, Anu argued with a rickshaw driver over ₹2 change, firmly saying: “Agar ek crore mein do rupaye kam ho gaye, toh woh ek crore nahi hota.” This moment stayed with Aryavardhan, the male lead, and changed his outlook — leading him to launch a product with a ₹2 discount on mobile recharge, which ultimately transformed his telecommunication business.

    An extension to this thought, Zee TV’s latest initiative brings a heartfelt gesture to the streets of Mumbai, Delhi, and Lucknow, distributing raincoats for just ₹2 to women and daily-wage earners who brave the rains every day. For many, especially women, walking around in drenched clothes can be uncomfortable and even embarrassing. More than a distribution drive, this is about empathy, making a necessity accessible while preserving dignity and a sense of ownership. That ₹2 isn’t just symbolic; it’s a powerful nod to the reality that ₹2 bhi bohot badi cheez hoti hai.

    Adding authenticity to the campaign, actor Niharika Chouksey, who plays Anu in Tumm Se Tumm Tak, joined the initiative in Mumbai. Her character and her iconic line mirrors the philosophy behind this entire drive.

    Zee TV chief channel officer, Mangesh Kulkarni said, “At Zee TV, we believe entertainment is only one part of our connection with the audience. The real bond is built on shared experiences, emotions, and mutual care. With our brand philosophy ‘Aapka Apna Zee TV’, we wanted to step into the lives of our viewers in a more tangible way. The ₹2 raincoat drive is a heartfelt gesture that brings our care for the audience to life. With this, we’re not just telling stories; we’re living our values.”

    Niharika Chouksey, aka Anu from Tumm Se Tumm Tak, shared: “I am honoured to be a part of this initiative by Zee TV. As Anu, and even in real life, I’ve seen how small things can make a big difference. For many women working through the rains, a simple raincoat isn’t just protection; it’s a layer of comfort and dignity. And when it comes at just ₹2, it becomes a powerful reminder that even the smallest amount can make a big difference — because ₹2 bhi bohot badi cheez hoti hai.”

  • Zee TV heads back to the heartland with Chhoriyan Chali Gaon

    Zee TV heads back to the heartland with Chhoriyan Chali Gaon

    MUMBAI: Zee TV is shaking up its daily primetime with Chhoriyan Chali Gaon, a high-energy, rooted reality format that promises equal parts laughter, drama, and cultural discovery. Premiering 3 August at 9 PM, and airing daily from 9:30 PM, the show is an adaptation of Zee Marathi’s hit format Jau Bai Gavat and is produced by Zee Studios.

    In this social experiment, 11 celebrity contestants leave behind their urban comforts for 60 days of rural living — no gadgets, minimal luxuries, and a crash course in village life. From milking cows to cooking on chulhas, the show blends raw challenges with genuine bonds, under the watchful eye of host Rannvijay Singha.

    The line-up includes Anita Hassanandani, Krishna Shroff, Aishwarya Khare, Sumukhi Suresh, Anjuum Faakih, Rameet Sandhu, Reha Sukheja, Erika Packard, Surabhi Mehra, Samriddhi Mehra and Dolly Javed — each swapping high heels for muddy fields.

    Zee chief content officer Raghavendra Hunsur said, “Our original Zee Marathi format Jau Bai Gavat found success for its honest, culturally rooted storytelling that struck an emotional chord with audiences. With Chhoriyan Chali Gaon, we’ve taken that same core; the fun, the emotions, the authenticity and reimagined it for Zee TV’s wider, national audience. This show reflects our belief in going back to the roots and creating stories that are both entertaining and meaningful. It’s a fresh yet familiar narrative that celebrates the village life of India and the spirited women who call it home.”

    Zee TV chief channel officer, Mangesh Kulkarni said, “At Zee TV, we’ve always believed in formats that don’t just entertain, but spark reflection and emotional connection. With Chhoriyan Chali Gaon, we’re bringing a concept that blends the raw charm of rural India with the resilience of today’s urban woman. We’re excited to see how viewers connect with this unique journey of simplicity, struggle, and self-discovery.”

    With its daily slot, Chhoriyan Chali Gaon is set to become a primetime fixture, offering viewers nostalgia, novelty, and a taste of the simple life, one task at a time.

  • Zee TV rolls out ‘Aapka Apna ZEE’ with a heartwarming mohalla moment

    Zee TV rolls out ‘Aapka Apna ZEE’ with a heartwarming mohalla moment

    MUMBAI: Zee TV has unveiled a refreshed brand identity with its new campaign ‘Aapka Apna ZEE’, celebrating the power of connection, community and collective resilience.

    Rooted in the emotionally resonant tagline “Saath aane se baat banti hai”, the campaign serves as a love letter to the everyday stories that unite India — the bonds that go beyond biology, and the strength found in shared joys and struggles.

    The campaign’s flagship brand film centres on an army officer called away on duty days before his daughter’s wedding. In his absence, the entire neighbourhood rallies behind the family, orchestrating every detail — from Genda Phool decor to the sound of the dholak — creating a wedding as heartfelt as any kin could imagine. On his return, the officer is overcome with emotion, his wife gently saying, “Itna bada parivaar hai, aaram se ho gaya.”

    Set in the vibrant alleys of Faridabad, the film is as much a cultural portrait as it is a brand message — complete with sangeet nights, Boondi Ladoos, rooftop camaraderie and the unmistakable warmth of North Indian mohallas. It features a mix of beloved Zee TV artists like Devansh, Vasudha, Neel, Riddhi, Reet and Raghav, further grounding the story in familiarity and shared nostalgia.

    The channel’s content slate is also getting a viewer-first refresh. Shows like Saru, which follows a village girl chasing big-city dreams, and the upcoming Tumm Se Tumm Tak, a mature love story that challenges age-based norms, reflect Zee’s push toward storytelling that feels personal, progressive, and rooted.

    With Aapka Apna ZEE, the network isn’t just rebranding — it’s re-bonding with audiences, one shared story at a time.

    Speaking about the logo transformation and content lineup, Zee TV chief channel officer Mangesh Kulkarni said, “As we deepen our connection with viewers, our content palette grows richer, more diverse, and more reflective of contemporary India. ‘Aapka Apna ZEE’ reflects our dedication to genuine storytelling. We carefully created this brand film to authentically capture the Indian cultural fabric, ensuring every detail, from landscapes to rituals, it mirrors the lived experiences of our viewers. While the film draws inspiration from North Indian culture, the emotions and relationships it portrays are universally relatable. We are building a content ecosystem that’s rooted in cultural familiarity but speaks to today’s sensibilities. We want to reflect not just who our viewers are today, but who they’re becoming, navigating new family dynamics, career ambitions, and social transformations with resilience and hope.”

    The campaign was unveiled with great impact during the telecast of the 23rd Zee Cine Awards 2025, where all seven versions of the brand film premiered simultaneously across ZEE’s channels and digital platforms, allowing viewers to experience one powerful idea through seven unique regional voices, all at once.

    With ‘Aapka Apna ZEE’, the network emerges as a companion that reflects every home, every voice, and every lived emotion. A brand that belongs to its audience, because it speaks their language, shares their values, and grows with them.

     

  • Bodhitree Multimedia to launch new drama series Beintehaan Chahatein on Zee TV

    Bodhitree Multimedia to launch new drama series Beintehaan Chahatein on Zee TV

    MUMBAI: The Sukesh Motwani-Mautik Tolia promoted production house Bodhitree Multimedia is pushing the envelope on TV dramas. Come 27 January, and its latest series Beintehaan Chahatein  will premiere on Zee TV. The series delves into the intricacies of relationships, ambition, and love, exploring the tension between personal desires and family values.

    The storyline follows Mugdha, a woman caught between her aspirations for a luxurious lifestyle and her mundane middle-class existence with her honest husband, Siddharth, and their son, Vansh. When Siddharth meets Devika, the emotionally fragile daughter of his wealthy boss, a complex web of desires and moral dilemmas emerges, leading to heightened emotional stakes.

    Beintehaan Chahatein promises an engaging journey of self-discovery, greed, and the challenges that define marital bonds.

    Bodhitree Multimedia  co-founder & chief creative officer Sukesh Motwani remarked, “With Beintehaan Chahatein, we present a narrative rich in layers of love, morality, and ambition, forcing characters to make choices that could irrevocably alter their lives. The series aims to provoke thought about the cost of ambition and the sacrifices we make for love.”

    Zee TV chief channel officer Mangesh Kulkarni noted, “As audience preferences evolve, storytelling must adapt. This mini-series format addresses the demand for engaging, snackable content across diverse genres, presenting stories that explore new themes not yet seen on Hindi general entertainment channels.”

    Kulkarni is just following the mandate of Zee Entertainment Enterprises CEO Punit Goenka to create standout content which appeals to viewers. 

    Beintehaan Chahatein promises a captivating blend of drama and emotional depth, drawing viewers in from the outset. 

  • Zee TV’s Mini-Series: Binge-worthy stories in just a week!

    Zee TV’s Mini-Series: Binge-worthy stories in just a week!

    MUMBAI: Let’s be honest: who has the time for endless episodes anymore?

    Zee TV gets it and has launched the game-changing ‘Zee Mini Series’, a first in the Hindi general entertainment space. These seven episode gems pack the punch of long-format storytelling into a week, making them the perfect dose of entertainment for modern, time-crunched viewers.

    The mini-series blend the heart of traditional television with the snappy pace of today’s content trends. Think you can’t fall in love with characters in seven episodes? Zee TV begs to differ!

    Why did Zee TV bet big on snackable stories?

    “As audience preferences evolve, so must our storytelling,” said Zee TV chief channel officer, Mangesh Kulkarni. “This mini-series format is part of our endeavor to address the increasing demand for engaging yet snackable content that spans across diverse genres, bringing stories to Indian television touching upon a spectrum of subjects not explored on Hindi general entertainment channels so far. Each of these mini-series offers a unique mix of relevance, relatability, and excitement with a promise of finite story telling.”

    Meanwhile, Zee chief marketing officer Kartik Mahadev added, “The weekly finite-series format is a category-first in the Hindi GEC space, offering audiences a refreshing way to enjoy entertaining stories. The curated series enable us to delve into diverse worlds and explore unconventional themes, delivering the satisfaction of a finite yet fulfilling storytelling experience. While television continues to witness robust viewer engagement and increased time spent per viewers, this innovative short-story format aligns with evolving audience preferences and the growing demand for bite-sized content, reaffirming Zee’s position as a pioneer in building content repertoire that push boundaries within the entertainment landscape.”

    Ready to dive into some thrilling, heartwarming, and laugh-out-loud tales? Here’s the stellar line-up:

    . Paithani: A celebration of the rich heritage of the Paithani saree, intertwined with a touching mother-daughter story.

    . Virtomates: A poignant exploration of friendship and resilience among women facing fertility challenges.

    . Beintehan Chahtein: A gripping family drama about materialism and redemption.

    . Divorce Ke Liye Kuch Bhi Karega: An undercover rom-com that’s equal parts hilarious and heartwarming.

    . Pyaar Testing: Modern love takes the spotlight as a couple tests their compatibility in a live-in relationship.

    . Khoj: A psychological thriller that dives deep into identity and betrayal.

    . Maeri: A mother’s emotionally charged battle for justice against systemic oppression.

    Here’s why these mini-series are worth your precious screen time:

    1. Compact storytelling: Forget endless cliffhangers—these narratives wrap up in just seven episodes, giving you closure faster than your last binge-watch.

    2. Relatable themes: From age-old traditions to modern dilemmas, the stories mirror your life in ways that are both heartwarming and thought-provoking.

    3. Diverse genres: Drama, comedy, romance, thrillers—you name it, they’ve got it.

    Will snackable stories redefine TV?

    Zee TV’s Zee Mini Series are set to premiere with the goal of creating appointment viewing, encouraging audiences to tune in daily and savour a complete story in just a week. The narratives, developed with some of the industry’s most creative minds, promise to push the boundaries of what Hindi general entertainment can offer.

    What’s your pick? Are you a drama addict? A mystery junkie? Or maybe a rom-com enthusiast? With its diverse genres and relatable stories, Zee Mini Series has something for everyone. Which one will you dive into first?

  • Mumbai’s local trains, women commuters and Zee TV’s Bas Itna Sa Khwaab

    Mumbai’s local trains, women commuters and Zee TV’s Bas Itna Sa Khwaab

    MUMBAI:  Zee TV’s  7 pm show Bas Itna sa Khwab has women navigating the challenging tug of war between duty calls at work and home as its central premise.  What   better way can there be to bring out this central theme than branding trains which commuters (in this case, women) hop on to daily to get to their workplaces.

    Which is what the Zee TV marketing team has done. In a first of its kind tactic for Hindi general entertainment channels, multiple Mumbai local AC trains and the Delhi metro have been plastered with the  show’s key visuals, turning them into moving billboards.  The branded trains beautifully captured the essence of Bas Itna Sa Khwaab, which celebrates women who strike a fine balance between their work and family responsibilities.

    To top that, the show’s protagonist  Rajashree Thakur who plays the role of Avani Trivedi, stepped from reel to rail and took this message into the heart of Mumbai—aboard the city’s bustling local trains. Rajashree’s journey on the train became the heart of the campaign. She connected with fellow commuters, heard their inspiring stories, drew parallels between her own life and her character of Avani and brought joy to the crowd with a lively game of antakshari. Her presence transformed an everyday commute into a celebration of the unsung multitasking heroes of Mumbai. 

    (You can watch the reel about the marketing initiative here:)

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Zee TV (@zeetv)

    “ Branding Mumbai’s AC locals and having our show’s protagonist, Avani,  travel with daily commuters is a heartfelt initiative to bridge reel and real,” said Zee TV chief channel officer  Mangesh Kulkarni. “Through this unique experience, we wanted our Avani to meet the countless Avanis of the city—women whose strength lies in juggling myriad responsibilities and striking a balance between home and work, often without the acknowledgment they truly deserve. It’s a celebration of their resilience, and a reminder that the story of ‘Bas Itna Sa Khwaab’ is, in many ways, their own story too.”

     “Meeting women on the train who live similar lives was incredibly humbling,” expressed  Rajashree Thakur.  “Their stories of juggling long commutes, demanding jobs, and family responsibilities turned out to be truly inspiring. I hope my portrayal encourages women to dream big while finding their balance in life.”

    The marketing initiative helped build an emotional connect with women commuters. Now let’s wait and watch how much the buzz generated around it will help its ratings climb. 

  • Sa Re Ga Ma Pa 2024 attracts 23 brand partners on Zee TV & Zee5

    Sa Re Ga Ma Pa 2024 attracts 23 brand partners on Zee TV & Zee5

    Mumbai: Celebrating nearly three decades, Zee TV’s music reality show Sa Re Ga Ma Pa has made a grand return with a new season, featuring mentors Sachin-Jigar, Sachet-Parampara, and Guru Randhawa alongside hosts Vipul Roy and Salman Ali. Contestants’ performances have captivated audiences and received praise from visiting celebrities, including Kartik Aaryan, Vidya Balan, Tripti Dimri, Shilpa Shetty, Annu Kapoor, and Kumar Sanu.

    Sa Re Ga Ma Pa 2024 has attracted 23 sponsors across various industries, making it a key platform for advertisers. This season’s title sponsor is Birla Opus Paints, with Chocolate Horlicks and Cadbury Celebrations as co-presenting sponsors, and Smith & Jones Pasta Masala, Catch Masale, and Clinic Plus Shampoo as co-powered by sponsors. Additional sponsors include Vicks Double Power, Garnier Super UV Sunscreen, India Gate Basmati Rice, Dish TV, BKT Tires, Yamaha Racing, Mastercard, Voltas Beko, and Merino Laminates.

    On Zee5, the show has partnered with Birla Opus Paints, Catch Masale, Dish TV, Manyavar Mohey, Lux Lyra, Luxor Writing, Airtel, and Saudi Arabia Tourism, featuring brand integrations during festive showcases. The show’s 360-degree media strategy ensures high visibility across television, digital, and social media:

    ●    Television: Sponsors are featured in live performances, judging segments, and contestant stories.

    ●    ZEE5: Interactive ads and branded content connect with younger, digital audiences.

    ●    Social Media: Campaigns on Instagram, Facebook, Twitter, and YouTube drive engagement with viewers, enabling sponsors like HUL, Capital Foods, Yamaha, and BKT Tyres to reach targeted demographics effectively.

    Zee Entertainment Enterprise chief growth officer – digital & broadcast revenue Ashish Sehgal said,  ‘We are proud to have driven the return of Sa Re Ga Ma Pa with an impressive lineup of 23 esteemed sponsors this season. Our innovative approach to integrating brand partnerships across television, digital, and social media platforms enables us to create meaningful connections between brands and audiences. By strategically aligning our sponsors with the emotional journeys of the contestants, we not only amplify viewer engagement but also provide our partners with standout opportunities in a competitive marketplace. Securing such a diverse range of sponsors underscores our team’s commitment and ability to deliver impactful solutions. We are glad that the new season of Sa Re Ga Ma Pa is reigniting musical passion among millions of viewers while delivering significant value to our partners.”

    Zee TV chief channel officer Mangesh Kulkarni added, “The 2024 season of Sa Re Ga Ma Pa has truly struck a chord with audiences, thanks to the fresh panel of mentors who bring their unique musical styles, and the exceptional caliber of talent that graces our stage week after week. The format has evolved with thoughtful content innovations, ensuring that each performance resonates deeply with viewers. This captivating blend of music, emotion, and storytelling has not only delighted our viewers but also attracted a strong lineup of advertisers who recognize the power of our platform. I’d like to thank both our viewers as well as sponsors for their continued faith and support towards Sa Re Ga Ma Pa. Going forward, it will remain our constant endeavour to create significant value for our partners through creative brand integration strategies.”

    With a powerful combination of musical brilliance, content innovation, and a robust 360-degree media strategy, Sa Re Ga Ma Pa continues to set the bar higher for music reality shows in India. 

  • Zee TV launches three distinct shows in September

    Zee TV launches three distinct shows in September

    Mumbai: Zee TV has launched three distinct shows in September— Sa Re Ga Ma Pa on 14 September followed by Vasudha and Jagriti – Ek Nayi Subah on 16 September. Each show taps into fresh, innovative marketing strategies, creating multiple touchpoints for viewers to engage with. Whether through influencer-driven digital content, on-ground activations, or clever tech integrations, Zee TV is once again setting the benchmark for audience engagement across platforms.

    Innovative Collaboration with Orry for Vasudha

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Orhan Awatramani (@orry)

    For the launch of Vasudha, Zee TV partnered with popular influencer Orry to introduce Vasu, the lively, spontaneous and very desi lead character in a light-hearted, engaging video. The spunky interaction of these two very contrasting prototypes, shared on Orry’s and Zee TV’s Instagram handles, perfectly captures Vasu’s essence— lovable, rooted, full of heart but far from disciplined. The video, packed with charming moments, ends with Vasu declaring her mission to win over the boss lady, the  formidable matriarch – Chandrika Singh Chauhan. Orry’s vibrant personality, paired with Vasu’s innocence, has created a shareable moment that’s already generating buzz online.

    Enlisting public support for Jagriti’s movement via #JagritiSeBadlaav 

    For Jagriti – Ek Nayi Subah, Zee TV has launched a multi-layered grassroots campaign designed to spark conversations on social change and raise awareness around the plight of marginalized communities. Live performances of a nukkad natak have been organized across five cities—Delhi, Lucknow, Kanpur, Agra, and Patna based on an evocative poem that encapsulates the show’s core theme of fighting social injustice. The poem, recorded in Shweta Tripathi’s voice with visuals created using AI technology, captures the spirit of Jagriti’s struggle. Zee TV has also enlisted inspiring personalities like Mirabai Chanu, Hima Das, and Sumit Antil, who will share their personal journeys of overcoming societal barriers, reflecting the same spark of resilience seen in Jagriti’s character. Along with Shweta Tripathi, they are joining the movement under the hashtag #JagritiSeBadlaav. Additionally, 100 influencers will amplify the campaign on social media by sharing their own #JagritiSeBadlaav stories, ensuring the message resonates both online and offline.

    Sa Re Ga Ma Pa Teams Up with PhonePe for a Creative Digital Push

    In the lead-up to its launch, Sa Re Ga Ma Pa has introduced several innovations to engage audiences in fresh and creative ways. During the auditions phase, the show partnered with Bobble AI to leverage AI and intent-based marketing, serving anyone discussing singing or auditions with details of its auditions. Additionally, the channel roped in Jaggu Dada (Jackie Shroff) to playfully nudge viewers into channelling their judgments into constructive action—helping Sa Re Ga Ma Pa select the best talent from over 50 videos posted on the show’s Instagram page. In its latest push, through a collaboration with PhonePe, Zee TV has seamlessly integrated the Sa Re Ga Ma Pa logo into the circular ‘wait’ button that appears during online payment processing. This high-attention moment ensures that users engage with the show’s campaign just as their transaction completes, creating a smart and non-intrusive way to stay top-of-mind with viewers.

    Zee TV chief channel officer Mangesh Kulkarni said, “Our marketing innovations for the new show line-up are customized to bring alive the essence of each show. For Vasudha, the quirky influencer collaboration perfectly captures the fun, impulsive spirit of the lead character. With Jagriti, we’ve taken a more socially conscious route by blending powerful on-ground activations and evocative poetry with AI-led visuals. For Sa Re Ga Ma Pa, we’ve integrated tech in a smart, seamless way that keeps the show top of mind for viewers. With Hamara Parivar, our audience feedback initiative, we continue to drive consumer centricity, ensuring our content aligns with their evolving expectations. These new launches are a result of actively listening to their preferences and delivering stories that resonate”

    ZEEL CMO, Content – SBU, Kartik Mahadev said, “At ZEE, we are obsessed with the customer in a platform-agnostic manner and we’re always exploring innovative ways to connect with our viewers—whether through their digital devices or phygital experiences. The Sa Re Ga Ma Pa integration with PhonePe leveraged a behavioural insight to create a meaningful brand interaction. Our collaboration with Orry developed organically, as Vasudha’s character is in a fun and charming contrast to Orry’s persona. Jagriti as a character needed to convey purpose, and #JagritiSeBadlaav became an expression of solidarity, serving as a beacon of hope for marginalized communities within the Zee TV digital community”

     

  • Zee TV’s Birla Opus Paints Sa Re Ga Ma Pa embarks on a new journey with fresh voices

    Zee TV’s Birla Opus Paints Sa Re Ga Ma Pa embarks on a new journey with fresh voices

    Mumbai: India’s iconic singing reality show Sa Re Ga Ma Pa has been a launchpad for emerging talent, helping aspiring singers release singles on Zee Music Co week-by-week in the previous season. Over nearly three decades, the show has discovered and nurtured notable voices. Now, Sa Re Ga Ma Pa returns with a fresh format titled “Nayi Aawaaz, Naye Andaaz,” premiering on 14 September 2024, and airing Saturdays and Sundays at 9 pm. This season features mentors Guru Randhawa, Sachin-Jigar, and Sachet-Parampara Tandon, with Vipul Roy as the host.

    The new season, Birla Opus Paints Sa Re Ga Ma Pa, promises engaging performances and powerful renditions of popular songs. Contestants will be mentored closely by experts, who are dedicated to shaping their musical journeys. With top music composers competing, audiences can expect significant musical moments as mentors guide their protégés towards excellence.

    At a media event in Mumbai, Zee TV unveiled the upcoming season in the presence of prominent music stars. The evening featured a sneak peek of the talent and musical performances by the mentors. The music fraternity’s consensus was clear, Sa Re Ga Ma Pa 2024 is poised to make a significant impact with its new talent and mentor panel.

    Zee TV chief channel officer Mangesh Kulkarni said, “For nearly three decades, Sa Re Ga Ma Pa has been one of Zee TV’s most beloved and enduring properties, a testament to our unwavering commitment to discovering India’s finest singing talent. This season, the idea is to take the show to new heights with a stellar panel of mentors whose melodies have captured every emotion of India and some incredible new voices that have the power to touch your soul. What makes this season truly special is our deeper connection with the audience—earlier this year, we launched ‘Hamara Parivar’, a direct line to our viewers, allowing us to listen to their feedback and preferences. Our new season is a product of this active listening. The audition process itself saw our viewers participating directly via social media, choosing talent that they believe in. With this approach, we’ve crafted a season that is more interactive and engaging than ever.”

    Zee Entertainment Enterprise Ltd chief growth officer – digital & broadcast revenue, Ashish Sehgal expressed his excitement about the new season, “The remarkable legacy of Sa Re Ga Ma Pa lies not just in its ability to discover exceptional musical talent, but also in the deep-rooted trust it has cultivated over the past 3 decades with its audience and partners alike. This purity and authenticity associated with the show have been instrumental in attracting top-tier brands such as Birla Opus Paints, Chocolate Horlicks, Smith & Jones Pasta Masala, Clinic Plus Shampoo, Garnier and Vicks Double Power to the new season, for whom we have curated some remarkably innovative solutions. The overwhelming advertiser interest we’re witnessing is a testament to the platform’s consistent ability to reinvent itself and stay relevant in an ever-evolving landscape. We look forward to creating memorable partnerships this season and deliver a power-packed season that resonates with our viewers and advertisers alike.”

    Birla Opus Paints CMO Inderpreet Singh spoke on the strategic importance of this partnership, “Birla Opus Paints wants to add Beauty & Colour to life of every Indian. ZEE Network, with its unmatched reach and content innovation is a perfect partner to create meaningful connections with our consumers.”

  • Zee TV returns with the new season of ‘Sa Re Ga Ma Pa’

    Zee TV returns with the new season of ‘Sa Re Ga Ma Pa’

    Mumbai: In today’s fast-paced world, staying relevant means embracing change. India’s iconic singing reality show Sa Re Ga Ma Pa is launching its latest season with a new format, featuring a fresh panel of mentors and distinguished voices from across the country. Zee TV has released a brand film highlighting the season’s theme ‘Nayi Aawaaz, Naya Andaaz,’ showcasing the musical expertise of the mentors, whose melodies have resonated with audiences across India.  

    The brand film captures a gamut of emotions that are a part of our daily lives. It opens with a young girl sobbing in her bedroom after a heartbreak. The voice-over (VO) whispers, “Jab dil tootta hai toh hum hai.” From beneath the bed, mentor Sachet Tandon gently sings the iconic lines of his soul-scorching melody “Bekhayali mein bhi tera hi khayaal aaye”. Cut to a boy staring into the mirror, his eyes reflecting the same sorrow. Behind the bathroom door, Parampara Thakur picks up the same melody she and Sachet have composed together with love, completing the heartfelt duet.

    The story takes a joyous turn as the same couple’s ring ceremony brings their families together. The VO continues, “Aur jab wahi toota dil judta hai toh hum hai,” as Sachin-Jigar emerge from behind with a lively rendition of their romantic hit “Apna bana le piya.” The celebration then peaks with a vibrant wedding party and the VO concludes, “Judte hue dil ke jashn mein toh main he suit karta hoon na,” with Guru Randhawa lighting up the scene, dancing and singing to his popular track “Tenu Suit Suit Karda.” The mentors then introduce themselves before joyously exclaiming together, “India ke har emotion mein hai hum. Aur ussi India ke liye laa rahe hum, nayi aawaaz, naye andaaz mein!”

    Zee TV chief channel officer Mangesh Kulkarni said, “As India’s longest-running singing reality show, Sa Re Ga Ma Pa has consistently reinvented itself, setting trends across the industry. This season, we’re infusing freshness by introducing a new set of mentors who have their finger on the nation’s musical pulse, alongside diverse voices and a contemporary vibe that resonates with our evolving audience. Our brand film beautifully captures the emotional connection people have with music, and we promise to celebrate those emotions with performances that touch hearts across India.”

    ZEE CMO, content SBU Kartik Mahadev added, “Earlier this year, we launched ‘Hamara Parivar’, a direct line to our viewers, allowing us to listen to their preferences and craft content that truly resonates. The upcoming season of Sa Re Ga Ma Pa is a reflection of this initiative, offering a refreshed experience with Nayi Aawaaz, Naya Andaaz—new voices will be shaped by new mentors whose music captures the full spectrum of emotions across India. With a fan-first mindset, we empowered our viewers to decide the best talent from over 50 audition videos posted on Sa Re Ga Ma Pa’s Instagram page. With our integrated marketing campaign creating even more digital touchpoints for engagement, we’re confident this season will connect deeply with our viewers.”

    With its rich legacy and commitment to constant reinvention, Sa Re Ga Ma Pa is all set to embark on a new chapter. From chart-topping hits to captivating performances, the show promises to bring viewers on a musical journey like never before. Be prepared to witness musical excellence, emotional stories, and fresh talent as Sa Re Ga Ma Pa returns at 9 pm on 14 September, exclusively on Zee TV.