Mumbai: Every year, Maharashtra’s Ashadhi Wari brings together millions in a timeless expression of faith, devotion, and community. As the Title Sponsor of Zee Talkiescha Ashadhi Sohala, Santoor once again became part of this cherished cultural tradition, engaging with devotees through meaningful experiences that celebrated both devotion and the spirit of womanhood.
This year, Santoor extended its presence at the Wari through the Santoor Handloom Canter, an initiative that invited devotees to actively participate in a shared experience rooted in tradition and community. Adding a special dimension to the activation, Santoor felicitated women doctors for their invaluable contribution and service during the Wari. The gesture reflected the brand’s continued commitment to recognising and celebrating women who make a meaningful difference in society.
The initiative became a powerful platform for consumer engagement, bringing Santoor closer to women across Maharashtra through authentic cultural participation. By integrating seamlessly into one of the state’s most revered traditions, the brand reinforced its long-standing association with care, warmth, and family values.
Speaking about the association, Prasanna Rai, Senior Vice President, Marketing, Wipro Consumer Care & Lighting, said, “We are proud to continue Santoor’s association with Ashadhi Wari on Zee Talkies for the second consecutive year. The Wari is not merely a pilgrimage; it is a living tradition that embodies faith, devotion, perseverance, and the spirit of collective community that has inspired generations across Maharashtra. We believe that meaningful brand connections are built when Santoor engages with consumers through moments that are deeply woven into their cultural and emotional lives. Santoor’s association with this iconic celebration stems from a deep appreciation of the values it represents and the extraordinary role it plays in bringing people together. Through this partnership, Santoor seeks to celebrate and strengthen the enduring bonds of faith, family, and community that resonate strongly with its brand ethos. By being part of Ashadhi Wari, we are honoured to connect with millions of devotees and households across Maharashtra in a manner that is authentic, meaningful, and culturally relevant.”
Rooted in Maharashtra’s rich devotional tradition, Zee Talkiescha Ashadhi Sohala has, for over a decade, celebrated the spirit of the Pandharpur Wari, reaching more than 40 million people through a comprehensive mix of on-ground, on-air, and digital engagement. The property’s strong cultural relevance has made it one of Maharashtra’s most trusted platforms for meaningful and impactful brand partnerships.
Bavesh Janavlekar, Chief Cluster Officer, Marathi Movie Cluster, Zee Entertainment Enterprises, said, “Rooted in Maharashtra’s rich devotional tradition, Zee Talkies’ Ashadhicha Sohala has, for over 10 years, celebrated the spirit of the Pandharpur Wari, reaching over 40 million people through on-ground, on-air and digital engagement. The property’s strong cultural connect has made it a trusted platform for meaningful brand engagement across the state. Our continued collaboration with Santoor reflected the effectiveness of this engagement. With a strong alignment between Zee Talkies’ viewers and Santoor’s key consumers, the initiative enabled meaningful outreach to women over a 20-day period through a seamless blend of storytelling and immersive consumer interactions. The campaign delivered strong brand visibility and consumer engagement while staying true to the spirit of the Wari.”
Through this association, Santoor successfully combined cultural relevance with purposeful engagement, creating memorable experiences for devotees while strengthening its connect with women across Maharashtra. The inclusion of the women doctors’ felicitation added a meaningful layer to the initiative, celebrating individuals whose service and dedication embody the values of care and compassion that the brand stands for.
In doing so, Santoor reaffirmed that meaningful brand engagement is not just about visibility. It is about becoming a genuine part of the traditions, emotions, and communities that matter most to consumers.
