Mumbai: Reinforcing its deep-rooted connection with Maharashtra’s culture, traditions and audiences, Zee Talkies successfully concluded its flagship devotional initiative, Ashadhicha Sohala, marking its 10th consecutive year at the Ashadhi Wari. Over the past decade, the channel’s presence at the Wari has evolved into one of Maharashtra’s most celebrated devotional platforms, bringing together devotees, communities and brands through a shared spirit of faith, service and cultural pride.
As lakhs of Warkaris completed the sacred pilgrimage to Pandharpur for Ashadhi Ekadashi, Zee Talkies once again reaffirmed its commitment to enriching the Wari experience through devotional outreach, community service initiatives, cultural celebrations and meaningful brand partnerships. Over the last ten years, the platform has consistently attracted leading brands, establishing itself as one of the most trusted and impactful engagement opportunities during the pilgrimage. This year witnessed significant participation from marquee brands, reflecting the platform’s scale, credibility and deep connect with devotees.
Participating brands included Santoor Soap – a brand from Wipro Consumer Care & Lighting, Perfetti Alpenliebe Gold, Haleon’s Iodex, Dr. Fixit – Waterproofing Expert, P.N. Gadgil & Sons Ltd, Pitambari Devbhakti Agarbatti, The New India Assurance Co. Ltd, Gopuram Kumkum aani Halad Powder, Dr. Bawaskar Technology (Agro) Pvt Ltd, Soframycin – from the house of Encube Ethicals Limited and Aadhar Housing Finance Ltd, all of whom became part of a meaningful journey that connected with millions of Warkaris through culturally relevant and service-oriented activations.
As the only Marathi entertainment brand with a sustained presence in the devotional space, Zee Talkies continues to engage audiences through year-round faith-centric programming and extensive on-ground initiatives during the Wari.
At the heart of this year’s journey was the spirit of Seva, with Zee Talkies and its partners coming together to support devotees throughout the pilgrimage. Leading the initiative were the iconic 20-foot Vitthal-Rakhumai Darshan Canter, which enabled lakhs of Warkaris to seek blessings along the route and extended the divine experience to devotees unable to visit Pandharpur.
Complementing this devotional experience, LED Kirtan Canter accompanied the pilgrimage route, offering spiritual discourses, kirtans and devotional content during rest breaks, helping devotees remain immersed in the essence of the Wari throughout their journey.
In a unique celebration of Maharashtra’s rich cultural heritage, Zee Talkies, in partnership with Santoor Soap, introduced a Handloom Canter, where artisans live-wove a traditional saree throughout the pilgrimage. The saree was ceremonially offered to Goddess Rakhumai in Pandharpur on Ashadhi Ekadashi, symbolising devotion, craftsmanship and cultural pride.
Several brand partners further strengthened the spirit of Seva through impactful on-ground initiatives. Pidilite’s Dr. Fixit – Waterproofing Expert supported Warkaris through rain shelters, tents, covered walkways and innovative mobile drying stations, helping devotees continue their pilgrimage comfortably despite monsoon conditions. Iodex set up dedicated pain-relief centres and mobile units across the route, offering on-the-go relief through trained therapists and helping pilgrims continue their journey uninterrupted.
Suman Pal, Head of Media, Wipro Consumer Care & Lighting, said,“Ashadhi Ekadashi is one of Maharashtra’s most cherished cultural and spiritual celebrations, bringing families and communities together through shared faith and traditions. At Santoor, a brand deeply rooted in Indian values, we are delighted to partner with Zee Marathi’s Ashadhiwari program and be part of this meaningful journey. This association allows us to connect with millions of viewers during a moment of devotion and cultural pride, while reinforcing Santoor’s commitment to celebrating the traditions that resonate deeply with our consumers.”
Deepali Agarwal, Head, OTC & Wellness, Haleon South Asia, said,“We are proud to partner with Zee Talkies to celebrate the spirit of the devotees who undertake the journey of Ashadhi Wari. For years, Iodex has helped its consumers live the promise of undeterred progress through pain free mobility. During the Pandharpur Wari as well, the Iodex pain relief centers helped the Warkaris keep their journey uninterrupted. Rooted in Haleon’s purpose of delivering better everyday health with humanity, we stay committed to ensure that pain never stands in the way of devotion, movement, or daily progress.”
Sandeep Tanwani, Chief Marketing Officer, Pidilite Industries, said,“At Pidilite, we believe that protection is most meaningful when it reaches people where they need it most. This year, through Dr. Fixit, we are taking our commitment at the Pandharpur Wari a step further by introducing our first-of-its-kind mobile drying stations, helping Warkaris dry off and continue their pilgrimage with greater ease during the monsoon.
Alongside this, we are extending our initiative through walking roof shades, protective rain gear and tents to support devotees along the way. We are proud to be part of this cherished tradition and to stand alongside the Warkaris, helping them continue their remarkable journey of faith and devotion”.
Neelam Gidwani, Digital Marketing Manager – Soframycin, from the house of Encube Ethicals Limited, said, “For over 50 years, Soframycin has been a trusted companion in wound care, and we are proud to partner with Zee Talkies, a platform that has been bringing the spirit of the Wari to millions for over a decade. This association beautifully brings together two legacies built on trust and service. While Zee Talkies has faithfully chronicled the devotion and journey of the Warkaris, Soframycin has stood by generations with reliable care for cuts, scrapes, blisters, and minor wounds.
Together, we are honoured to support the Warkaris on their sacred journey, making care an integral part of their every step. We sincerely appreciate Zee Talkies for providing a meaningful platform that enables us to extend our promise of healing where it matters the most.”
Speaking about Zee Talkies’ successful completion of its 10th year at the Pandharpur Wari, Bavesh Janavlekar, Chief Cluster Officer – Marathi Movie Cluster, Zee Entertainment Enterprises, said, “Rooted in Maharashtra’s rich devotional tradition, Zee Talkies’ Ashadhicha Sohala has, over the last 10 years, emerged as a one-of-its-kind platform celebrating the spirit of Pandharpur Wari. Reaching over 40 million people through a powerful blend of on-ground, on-air and digital engagement, the property enjoys a deep emotional connect with audiences across Maharashtra. Its cultural authenticity and scale make it a credible and effective platform for advertisers to build meaningful consumer connections.”
Roopali Thapliyal, National Sales Head, Zee Entertainment Enterprises, added, “Ashadhi Wari is one of Maharashtra’s most powerful expressions of faith, devotion and community. At Zee Talkies, we believe meaningful brand partnerships are created when brands become a genuine part of culturally significant moments rather than simply communicate around them. Ashadhicha Sohala has evolved into a unique platform that enables brands to engage with millions of Warkaris through authentic experiences rooted in service, devotion and cultural relevance.
What makes me especially proud is the way our sales team embraced a solutions-first approach, working closely with every brand to create meaningful and purpose-led associations that created value for both our partners and the devotees. Their passion, commitment and customer-centric mindset reinforce why Zee has one of the strongest sales teams in the industry. This success reflects the collaborative leadership of Sandeep Mehrotra, Chief Operating Officer and Roshan Kotian, Chief Sales Officer whose shared focus on innovation, customer-centricity and execution continues to inspire the team to deliver exceptional outcomes for our partners. The overwhelming participation from leading brands this year is a testament to the trust our platform has built over the past decade.”
Complementing its extensive on-ground presence, Zee Talkies also brought the spirit of the Wari to audiences across Maharashtra through its devotional programming. As the only Marathi movie channel offering dedicated devotional content blocks, the channel continued to engage viewers through popular properties such as Mann Mandira and Gajar Kirtanacha, Sohala Anandacha, enabling devotees to experience the essence of the pilgrimage from their homes.
As part of its Ashadhi special programming, Zee Talkies also presented “Nachu Kirtanache Rangi”, a special devotional event featuring Mauli Maharaj Pathade, extending the celebrations beyond the pilgrimage and deepening audience engagement with Maharashtra’s spiritual heritage.
Through its unique blend of devotional content, community initiatives, cultural celebrations and immersive on-ground activations, Zee Talkies successfully concluded another memorable edition of Ashadhicha Sohala, strengthening the connection between faith, culture, communities and brands while celebrating one of Maharashtra’s most cherished traditions.
