ZEE unveils ‘Dilfluencers’ campaign with Jackie Shroff

ZEE, a pioneer in Indian entertainment, has launched its latest campaign, ‘Dilfluencers’, featuring Bollywood icon Jackie Shroff in a humorous and impactful film. The campaign redefines how brands connect with India’s diverse audiences, emphasizing the enduring emotional influence of ZEE’s beloved TV characters, who have become trusted companions in millions of households across the country.

By positioning these characters as ‘Dilfluencers’, ZEE highlights their ability to forge deep, lasting bonds that go beyond the fleeting appeal of social media influencers. Rooted in the theme #SachTohYehiHai, the initiative celebrates ZEE’s legacy of over three decades, producing more than 5 lakh episodes and championing stories that inspire resilience, empowerment, and cultural transformation.

Ashish Sehgal, Chief Growth Officer, Digital & Broadcast Revenue, ZEE, remarked: "In a culturally rich country like India, our ‘Dilfluencers’ resonate deeply with viewers across demographics. With a network reach of 859 million viewers, including 439 million women, ZEE offers brands an unparalleled opportunity to connect with decision-makers in households. These characters, rooted in trust and relatability, extend beyond on-screen personas to become pivotal figures in everyday lives, blending TV’s equity-building strength with digital’s targeted engagement."

Kartik Mahadev, Chief Marketing Officer, Content SBU, ZEE, added: "Our storytelling reflects the evolving aspirations of viewers, sparking cultural conversations and fostering community. Through ‘Dilfluencers,’ brands can harness the authenticity and influence of our characters to drive life-changing decisions, delivered via hyperlocal, personalized digital content."

This initiative aligns with ZEE’s philosophy of “Aaj Likhenge Kal”—a belief in shaping a better tomorrow through present action. From caregivers and aspirational dreamers to relatable everyday heroes, ZEE’s characters resonate across India’s socio-cultural fabric, driving impactful change in urban and rural households alike.

A Platform for Brands to Forge Meaningful Connections

‘Dilfluencers’ opens avenues for brands in education, wellness, lifestyle, and more, allowing them to leverage the unparalleled trust ZEE’s characters command. This unique proposition enables brands to create deeper, more emotional connections with audiences, moving beyond transactional engagements to lasting loyalty.

Unmatched Reach and Impact

ZEE’s influence spans over 722 million monthly unique TV viewers (BARC 2+ India U+R) and a weekly cumulative social reach of 960 million, making it the largest entertainment network (excluding sports and news). With 20+ channels in 10+ languages, 100+ top shows, and 3.6 billion monthly video views, ZEE’s dominance in both traditional and digital media ensures its characters remain at the forefront of audience engagement.

From hit shows like Kundali Bhagya, Bhagya Lakshmi, and Kaise Mujhe Tum Mil Gaye in Hindi to regional favorites like Lakshmi Nivasa (Zee Kannada) and Padamati Sandhyaragam (Zee Telugu), ZEE continues to captivate audiences across India’s linguistic and cultural diversity.

As India’s entertainment ecosystem evolves, ZEE’s ‘Dilfluencers’ stands out as a bold initiative that blends storytelling, trust, and innovation, offering brands a gateway to the hearts of Bharat. #SachTohYehiHai indeed—ZEE’s characters are more than just on-screen personas; they are the bridge to millions of lives across India.

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