Mumbai: ZEE Entertainment Enterprises Ltd. (ZEEL), a pioneer in the Indian media and entertainment industry, has unveiled its new campaign, Dilfluencers, reinforcing the powerful influence of its TV characters who have become daily companions to millions of viewers across India.
With a legacy spanning over six decades, ZEE continues to set new benchmarks in audience engagement, with eight of its flagship shows reaching over 10 million viewers every day. The Dilfluencers campaign positions ZEE’s most beloved characters as more than just on-screen personalities or social media influencers—they are the voices and faces that resonate deeply with the hearts of its audience, impacting their everyday lives with messages of empowerment, resilience, and hope.
Celebrating the Everyday Impact of TV Characters
In a playful twist, the campaign film features Bollywood icon Jackie Shroff, who humorously contrasts the influence of ZEE’s TV characters with conventional social media shoutouts. The campaign centers around the hashtag #SachTohYehiHai, underscoring how these characters have, since 1992, evolved into powerful symbols of strength and inspiration for viewers across India. With over 5 lakh episodes and 3 lakh+ hours of content produced, ZEE’s characters have truly become an integral part of the daily fabric of millions of households.
The Dilfluencers campaign highlights ZEE’s commitment to reflecting the evolving aspirations of its diverse viewers. From the themes of equality and reverse parenting to second chances and personal growth, ZEE’s characters embody the spirit of resilience, creating a unique space for brands to engage with audiences in a more personal, impactful way.
Ashish Sehgal, Chief Growth Officer, Digital & Broadcast Revenue, ZEE, said, “In a culturally diverse country like India, our ‘Dilfluencers’ resonate with viewers across multiple demographics. With a network reach of 859 million viewers, including 439 million females, ZEE connects with the key decision makers of every household. Our weekly organic cumulative reach on social is 960 million which makes ZEE’s characters indispensable for brands to influence household choices. These characters are more than on-screen personas—they are deeply relatable figures in viewers’ lives, offering brands a unique opportunity to tap into their trust and loyalty. Television has built these iconic characters, while digital media has amplified engagement, adding new dimensions. Branded content leveraging ZEE Influencers has already delivered impactful results, and with this launch, we aim to scale this success, offering partners an unmatched connection with households across India.”
Kartik Mahadev, Chief Marketing Officer, Content SBU, ZEE said: “At Zee, our storytelling is consumer inspired, it reflects the evolving aspirations of our audiences, feels authentic and creates emotional resonance required to propel change. Our characters today take on roles as bankers, bakers, entrepreneurs, and teachers, they spark cultural conversations and foster a deep sense of community. It isn’t enough for influencers to just wear a product. Through ‘Dilfluencers’ we are going further, enabling brands to harness the halo of our most trusted TV characters and their unique ability to shape life choices, coupled with a digital video delivery that feels personal. This initiative brings the best of two worlds, the equity building power of TV personas and the flexibility of digital delivery that can be targeted to hyperlocal audiences, creating empathy at scale.”
Aaj Likhenge Kal: Seizing Today, Shaping Tomorrow
At the core of the Dilfluencers campaign is the philosophy of Aaj Likhenge Kal (“Seize Today, Shape Tomorrow”), a powerful message resonating through the lives of ZEE’s protagonists, who empower viewers to take charge of their present to create a better future. From caregivers to relatable every-woman figures and aspirational dreamers, ZEE’s characters inspire audiences to dream bigger and act bolder.
With its diverse portfolio catering to all regions and languages of India, ZEE is uniquely positioned to connect with both urban and rural audiences. From metro cities to Tier 2 and Tier 3 towns, ZEE’s content touches lives across the socio-cultural spectrum, making it one of the most trusted entertainment sources for families nationwide.
A Platform for Brands to Build Meaningful Connections
As the media landscape continues to evolve with the rise of digital and connected TV platforms, ZEE’s content remains a powerful force in shaping the future of entertainment and consumer engagement. The Dilfluencers campaign creates new opportunities for brands—from online education and mental wellness initiatives to lifestyle and consumer goods sectors—to forge deeper, more authentic connections with their audiences. By aligning with ZEE’s beloved characters, brands can tap into the emotional resonance these characters share with viewers, driving engagement and fostering lasting relationships.
ZEE’s vast reach across both traditional TV and digital platforms offers unparalleled opportunities for brands to engage with millions of loyal viewers. With a combined TV audience of 722 million unique viewers monthly and a social media presence of 260 million followers, ZEE continues to be a dominant player in the entertainment industry, offering brands an avenue to connect with audiences in ways that go far beyond transient social media trends.
A Snapshot of ZEE’s Unmatched Reach
ZEE’s content continues to dominate television viewership, with shows like Kundali Bhagya captivating 15.7 million viewers daily, while Bhagya Lakshmi, Kumkum Bhagya, and Kaise Mujhe Tum Mil Gaye follow closely behind, each drawing between 13.7 and 14 million viewers. In regional markets, ZEE’s channels such as Zee Kannada and Zee Telugu are equally powerful, with shows like Lakshmi Nivasa, Annayya, Puttakkana Makkalu, and Padamati Sandhyaragam resonating strongly with audiences in their respective languages.
Beyond television, ZEE’s reach extends to the digital space with a weekly cumulative social reach of 960 million and over 3.6 billion monthly video views across platforms. With 20+ channels in 10+ languages, 100+ top-rated shows, and more than 260 million social media followers, ZEE remains one of the largest and most influential entertainment networks in India.
