Mumbai: ZEE Entertainment Enterprises Ltd. (‘Z’) has been awarded the Influencer and Social Media Marketing mandate by the Madhya Pradesh Tourism Board. The announcement was made during the two-day Regional Tourism Conclave for the Gwalior and Chambal Region (August 29–30, 2025) in the presence of Hon’ble Chief Minister Dr. Mohan Yadav; Hon’ble Minister of Tourism & Culture Shri Dharmendra Singh Lodhi; Additional Chief Secretary, Home, Tourism & Culture and Managing Director, MP Tourism Board Shri Sheo Shekhar Shukla (IAS), along with other dignitaries.
Under the year-long mandate, ‘Z’ will leverage its digital expertise and pioneering Dilfluencer initiative to execute influencer-led campaigns that highlight Madhya Pradesh’s heritage, culture, and diverse tourism experiences. These campaigns will showcase rural tourism, heritage walks, cultural festivals, and wildlife experiences to audiences across India and globally, complementing MP Tourism’s ongoing initiatives.
Ali Zaidi, Chief Sales Officer, Hindi GEC and FTA GEC Cluster, ZEE Entertainment Enterprises Ltd., who received the agreement on behalf of the company, said, “We are honoured to be entrusted with this prestigious mandate by the Madhya Pradesh Tourism Board. At ‘Z’, we believe in creating compelling narratives that resonate with people, and this partnership gives us the opportunity to showcase the cultural richness of Madhya Pradesh through innovative influencer-led campaigns. This association also takes our Dilfluencers initiative to the next level, enabling us to deliver measurable value to our partners while celebrating India’s tourism potential.”
The partnership aligns with Madhya Pradesh Tourism Board’s strategy to use technology and social media to engage new-age travellers and global audiences. The upcoming Madhya Pradesh Travel Mart will spotlight this collaboration through influencer-driven storytelling that reflects the state’s vision.
Ali Zaidi further added, “As local voices shaping community conversations, our Dilfluencers network comprising of ‘Z’s characters with deep audience connect and cultural credibility, will help amplify Madhya Pradesh Tourism Board’s initiatives to wider digital audiences. Anchored in a digital-first strategy, this partnership reflects our shared belief in using technology and social media to engage new-age travellers and global communities.”
This collaboration also reaffirms ‘Z’s philosophy of building enduring partnerships, delivering strong impact for advertisers through innovative solutions, and celebrating India’s cultural vibrancy across digital platforms.
