Zee’s Iconic Characters Become Brand Influencers

Zee Entertainment has launched a unique initiative called Dilfluencers. This innovative platform leverages the popularity of iconic TV characters to help brands, especially regional and local brands, reach a wider audience.

The idea behind Dilfluencers is to treat these beloved characters as influencers. By capitalizing on their strong connection with the audience, brands can create authentic and engaging campaigns.

Kartik Mahadev, Chief Marketing Officer at Zee, explains that these characters have a deep cultural impact and resonate with audiences on a personal level. He says, “Characters in Indian soap operas often span thousands of episodes, evolving to reflect cultural and market-specific nuances. Our initiative focuses on leveraging these character personas—not the artists themselves—to create authentic and engaging storytelling opportunities for brands.”

Zee’s strong digital presence, with over a billion organic weekly Facebook impressions and 200 million YouTube followers across language markets, will be instrumental in amplifying the reach of these brand campaigns.

To promote the Dilfluencers initiative, Zee has launched a new campaign featuring Jackie Shroff. The campaign positions Zee as the “number one influencer in India.”

By embracing the power of its iconic characters, Zee is opening up new opportunities for brands to connect with their target audience in a creative and effective way.