ZEE announces launch of ‘Dilfluencer Moments’ – A new media format for marketers
‘Z’ has announced the launch of ‘Dilfluencer Moments’, a new media format aimed at helping brands navigate multi‑screen consumption and achieve stronger creative impact across platforms.
The initiative is built around character‑led, moment‑driven storytelling, using familiar television personalities from ‘Z’s Hindi and Marathi shows to integrate brands into narratives that audiences already recognise and engage with. Rather than relying on traditional advertising formats that interrupt viewing, the approach embeds brand messages within culturally rooted story moments, designed to feel natural to viewers.
The first activation under the new format was unveiled on National Girl Child Day, carrying the message “Jab Life ko leti ho Lightly toh lagti ho aur bhi Lovely.” These character‑driven moments were woven into multiple shows and subsequently travelled across digital platforms, generating significant conversation and participation from creators and online communities. A supporting brand film featuring Sanya Malhotra extended the campaign’s reach and demonstrated how television‑originated cues can translate into digital virality.
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Commenting on the launch, Laxmi Shetty, Head of Advertisement Revenue (Broadcast & Digital) at Zee Entertainment Enterprises Ltd., said the shift reflects changing audience behaviour, “As consumers turn away from interruption‑led communication, advertisers need moments that feel culturally earned and emotionally authentic. Dilfluencer Moments delivers reach at scale through character‑first content systems that travel across platforms while connecting with audiences at a personal level.”
Kartik Mahadev, Chief Marketing Officer at Zee Entertainment Enterprises Ltd., highlighted the broader industry context, noting that access to impressions is no longer a differentiator in India’s expanding advertising market. “Affinity comes from storytelling, familiar characters and moments that stay with audiences across screens. That’s where Dilfluencer Moments can be disruptive. A moment has the ability to travel horizontally across platforms, organically and concurrently at scale,” he said.
