New Delhi: Zee Entertainment Enterprises Limited’s experiential vertical, Zee Live, has announced the launch of ‘Bhajan Club’, a new original spiritual and devotional entertainment IP that brings devotion to the centre stage through a contemporary, youth-forward live format. Launching on February 12, 2026, ahead of Mahashivratri, Bhajan Club blends bhakti, music, community, and technology to create a new-age spiritual experience inspired by the rising “bhajan clubbing” wave.
Positioned as a contemporary cultural property, Bhajan Club aims to unite mindful entertainment with spiritual fervour across religious inclinations, while appealing strongly to Gen Z and younger audiences seeking high-energy, community-led experiences that remain rooted in tradition. The IP reimagines devotional music for today’s audiences through curated bhajan performances, participatory moments such as collective singing and clapping, and concert-like atmospheres that preserve the authenticity of “bhakti”.
The launch of Bhajan Club is strategically timed with the devotional season, beginning with Mahashivratri on February 15 and 16, and will subsequently expand into other cultural and festival windows throughout the year. As part of the launch celebrations, audiences will come together chanting “Om Namah Shivay”, celebrating Mahashivratri and the union of Lord Shiva and Goddess Parvati. The Bhajan Club experience will soon be available on Zee5 and Zee Zest, with the launch targeting engagement with over 350 live on-ground audiences and reaching more than 4 million viewers across OTT and television platforms.
The inaugural edition will feature Keshavam, India’s first devotional rock band and a pioneer of the bhajan clubbing movement. Known for delivering immersive, concert-style devotional experiences, the band has gained recognition for blending traditional spirituality with modern musical sensibilities, resonating with both traditional devotees and younger audiences across festivals, temple events, and spiritual retreats.
Over the past year, “bhajan clubbing” has gained visible momentum within urban youth culture, with ticketed live events and growing social conversations framing it as a fresh, communal way to experience devotion. The cultural relevance of the format has also been highlighted nationally, with “bhajan clubbing” referenced by the Hon’ble Prime Minister Shri Narendra Modi ji in “Mann Ki Baat” (Episode 130).
Raghavendra Hunsur, Chief Content Officer, Zee Entertainment Enterprises Ltd. said, “Devotional content has always been a powerful part of India’s culture and traditions, and today we are seeing audiences engage with it in newer, innovative ways. Bhajan Club is our offering to our spiritual inner self – an IP that is experience-led and content-driven, a format that is easy to discover, participate in, and return to. Our intent is to ensure the offering is available across every meaningful consumer touchpoint, so audiences can connect with devotion in the way they prefer, whenever they choose.”
Gareth Eswin Thomas, Business Head, Zee Live said, “Live experiences are evolving fast, and one of the most exciting shifts we are seeing is the rise of formats that combine cultural identity with a contemporary vibe. ‘Bhajan clubbing’ is emerging as a real phenomenon, and it is striking how strongly youngsters are gravitating towards it because it feels both rooted and social. With Bhajan Club, Zee Live will create a spiritual entertainment property that brings people together through music, community and shared energy, while keeping the essence of bhakti at the centre.”
Bhajan Club will roll out as a series of live experiences supported by strong digital amplification. Each edition will be curated around devotional themes, high-recall bhajans, and participative moments designed to be inclusive for both first-time audiences and regular listeners, while also building a sustained community beyond event days.
Bhajan Club goes live on February 12, 2026, ahead of Mahashivratri on February 15, 2026.
