ZEE UK announces Madhu’s as Official Celebration Partner

ZEE Entertainment UK has announced a strategic partnership with British Asian hospitality brand Madhu’s, which will become the broadcaster’s Official Celebration Partner across a range of entertainment and awards properties.

The partnership will span ZEE UK’s flagship brands and events, including Sa Re Ga Ma Pa, the ZEE Cine Awards, the ZEE Rishtey Awards, a Bollywood movie festival on ZEE Cinema and future digital initiatives.

Under the agreement, Madhu’s will be integrated across broadcast, digital, experiential and community-focused activities, including content partnerships, viewer experiences, client engagement events and social media activations.

Parul Goel, Territory Head, UK and Europe at ZEE Entertainment UK, added: “We are delighted to welcome Madhu’s as the Official Celebration Partner of ZEE UK. This partnership goes far beyond traditional sponsorship and represents a strategic collaboration between two iconic brands that are deeply connected to British Asian audiences.”

Sanjay Anand MBE, Chairman and Co-Founder of Madhu’s, said: “For more than four decades, Madhu’s has been about one thing: helping families celebrate the moments that matter most. ZEE has been part of British Asian homes for decades, and to stand beside ZEE UK as its Official Celebration Partner is a proud moment for all of us.”