Mumbai: As India ushers in the festive season of Karwa Chauth, Dhanteras, Diwali, and Bhai Dooj, Zee TV is set to transform the celebrations into a month-long festival of storytelling, bonding, and joy through its latest property — ‘Apnotsav’. Aligned with its refreshed brand identity, Aapka Apna Zee TV, the channel’s Apnotsav campaign blends drama, laughter, and cultural rituals into one unified experience across on-air, digital, and on-ground platforms.
For over three decades, Zee TV has been synonymous with festive programming, curating landmark properties that bring families together. With Apnotsav, the channel once again celebrates the essence of apnapan — the warmth of homecoming and shared experiences — through a lineup of energetic content, audience engagement contests, and community initiatives.
The month-long celebration includes a vibrant mix of grand episodes from marquee fiction shows, blockbuster premieres, and new launches such as Jagadhatri — the story of a young undercover agent fighting crime and reclaiming her identity, and Ideabaaz — a non-fiction format celebrating innovation and entrepreneurship in Naya Bharat. The lineup also includes the much-awaited Zee Rishton Ka Mela Diwali Special, along with Maha episodes that keep viewers connected to their favourite characters and moments during the festive season.
Taking audience engagement to the next level, Zee TV has also introduced an interactive on-air contest that transforms passive viewing into real-time participation. Viewers can answer simple questions during prime-time shows and stand a chance to win daily prizes — from SUVs, two-wheelers, and gold coins to washing machines, mobile phones, sarees, and exclusive meet-and-greet opportunities with Zee TV stars.
The festive campaign also extends nationwide through an on-ground activation across 70 cities, bringing the Apnotsav experience closer to audiences through interactive engagements and rewards.
Adding a touch of warmth and nostalgia to the initiative is popular comedian-actor Sunil Grover, who features as Sonu — a character revisiting his roots from a Haryana village, symbolizing the longing for apnapan that defines India’s festivals.
Mangesh Kulkarni, Chief Channel Officer, Zee TV, said, “At Zee TV, our storytelling has always celebrated the warmth of relationships and the spirit of togetherness that define Indian families. With Apnotsav, we’re extending that philosophy beyond the screen, creating a month-long celebration that brings viewers closer to their loved ones through drama, laughter, and shared moments of joy. What makes this initiative truly special is its comprehensive nature with celebrations unfolding on-air, on-ground, and across social media, ensuring that the emotion of apnapan resonates everywhere our audiences are. This festive property is not just about entertainment; it’s about rekindling the bonds that make every festival truly special, while giving back to our viewers who have stayed loyal to us all these years. We’re delighted to offer our audiences and brand partners a platform that unites content, community, and culture into one powerful celebration.”
Kartik Mahadev, Chief Marketing Officer, Content SBU & Marketing, ZEE5, ZEE, added, “Television continues to be India’s largest reach medium, entering millions of homes every day and shaping shared moments for families across the country. At Zee TV, we take pride in our legacy of powerful characters and stories that entertain and become a part of our viewers’ lives. With ‘Apnotsav’, we are extending this legacy into the festive season by combining the magic of storytelling with interactivity across linear and Digital screens and extending our connect on-ground. Sunil Grover, as Sonu, embodies the humour, warmth, and everyday relatability that make our festivals so special. Through this campaign, we wish to celebrate togetherness with our audiences reward their enduring trust and love for Zee TV.”
Sunil Grover shared his personal connection to the theme, saying, “No matter how far life takes you or how bright the spotlight shines, there’s always a part of you that longs for home. I often miss being Sonu, the boy from my village in Haryana, surrounded by family, love, and that real sense of apnapan. With Apnotsav, I wanted to reconnect with those roots and remind everyone that true celebration isn’t only about grand lights or gifts, it’s also about being together with your loved ones. I’m grateful to be part of this campaign because it brings back that warmth and reminds us that the heart of every festival lies in being with family.”
With Apnotsav, Zee TV reinforces its leadership in curating destination events that go beyond entertainment — transforming television festivals into shared cultural moments that connect families, communities, and brands in the true spirit of apnapan.
