ZEE leverages its TV characters to redefine brands’ emotional connect with consumers

ZEE's Dilfluencers campaign is making waves by blending the authenticity of TV characters with the precision of digital platforms. Featuring Bollywood actor Jackie Shroff, the campaign highlights the deep emotional resonance of ZEE’s iconic TV characters, positioning them as trusted companions and cultural touchstones for millions of Indian households. The campaign is rooted in the message – #SachTohYehiHai, celebrating ZEE’s legacy of over three decades of impactful storytelling.

These characters, shaped by compelling narratives of resilience, empowerment, and transformation, have become more than just on-screen personas. They are regarded as family members, friends, and confidants by viewers across urban and rural India. “The bond audiences share with our characters is unlike any other. It is authentic, enduring, and built on years of trust,” said Kartik Mahadev, Chief Marketing Officer, ZEE. “With Dilfluencers, we are leveraging this extraordinary emotional connection to redefine how brands engage with consumers.”

Known for his everyman appeal and sincerity, Shroff’s role in the campaign humorously yet meaningfully underscores the importance of trust and connection. “Jackie Shroff embodies the qualities that define ZEE’s characters – real, reliable, and deeply resonant. His authentic voice and connection across generations amplify the message of TV characters as the ‘OG influencers’, resonating with both Gen Z and wider audiences,” Mahadev explained.

One of the most significant advantages of the Dilfluencers campaign is its potential to create lasting brand loyalty. By leveraging the trust that ZEE’s characters have built over years of engagement, brands have the opportunity to foster deeper, more emotional connections with their audience. Ashish Sehgal, Chief Growth Officer, ZEE, highlighted the credibility that TV characters bring to brand messaging. “Unlike social media influencers who operate in an unregulated space, ZEE’s characters offer a unique blend of trust and relatability that enables brands to go beyond quick conversions. They have the power to influence perceptions and drive sustained engagement, which is invaluable in today’s highly competitive market,” he explained. ZEE’s massive reach and influence bolster the campaign’s potential.

The network’s audience spans over 722 million monthly unique TV viewers, with a weekly cumulative social reach of 960 million. With over 20 channels in 10 languages and a vast portfolio of 100+ top shows, ZEE continues to captivate audiences across India’s diverse socio-cultural landscape. This dominance in both traditional and digital media shows the enduring appeal of ZEE’s storytelling. “Our characters are household names, transcending linguistic and geographical boundaries. This pan-India resonance is a testament to the trust our audiences have placed in us,” said Sehgal.

“These characters are not just part of fictional worlds; they are woven into the fabric of our viewers’ lives. Their influence extends beyond the screen, shaping perceptions, and inspiring change,” Mahadev added. He emphasised that the campaign is as much about celebrating ZEE’s rich storytelling legacy as it is about charting a new path for brand engagement. “The power of our characters lies in their relatability. They represent everyday heroes, caregivers, and dreamers – people who resonate deeply with our audience.”

The campaign aligns closely with ZEE’s guiding philosophy, “Aaj Likhenge Kal”, which emphasises shaping a better tomorrow through meaningful action today. By spotlighting characters that inspire hope, courage, and resilience, the campaign reflects ZEE’s commitment to storytelling that drives societal change. From Hindi-language hits like ‘Kundali Bhagya’ and ‘Bhagya Lakshmi’ to regional favourites such as ‘Lakshmi Nivasa’ on Zee Kannada and ‘Padamati Sandhyaragam’ on Zee Telugu, ZEE’s characters have consistently mirrored India’s diversity while fostering a sense of unity.

This emotional storytelling is central to ZEE’s strategy, ensuring content remains rooted in consumer insights. Mahadev added, “Our initiatives like ‘Hamara Parivar’ foster a two-way conversation with audiences, allowing us to adapt dynamically and reimagine iconic shows for today’s sensibilities.”

Both leaders reflected on ZEE’s performance this year. While the Hindi-speaking markets faced challenges, the regional markets, particularly in South and East India, experienced strong growth. Sehgal commented, “Zee Marathi has started regaining market share, and our focus on regional storytelling has yielded positive results.”

Mahadev highlighted how this year’s content innovation leveraged cultural nuances, such as stories rooted in the Mumbai-Konkan region, resonating deeply with viewers. However, both acknowledged that the Hindi market’s stagnation requires attention, with hopes for revival in the remaining months of the year.

As ZEE marks its 65th year, both Mahadev and Sehgal are optimistic about the future. Mahadev outlined plans for 2025, emphasising innovation in storytelling and a platform-agnostic approach. “Content will increasingly travel across screens, ensuring discovery on both digital and traditional platforms,” he said.

Sehgal echoed this sentiment, pointing to rural economic growth as a key driver of advertising spends in smaller towns. He added, “Advertisers are beginning to recognise the long-term brand-building power of TV. With more successful movie releases on the horizon, we anticipate increased viewership and advertiser interest.”

Despite fierce competition from digital platforms, ZEE remains steadfast in promoting TV’s unmatched value. “While platforms like Meta and YouTube dominate ROI-driven campaigns, many brands are returning to TV after realising the impact of digital-only strategies on brand equity,” Sehgal observed.

The Dilfluencers campaign exemplifies ZEE’s commitment to redefining storytelling. As Mahadev concluded, “Our mission is to create stories that resonate across platforms, bridging emotional authenticity with modern consumer engagement.”

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