ZEE Network is at the forefront of a ground-breaking campaign that’s set to redefine the way brands connect with audiences. ZEE’s new campaign, Dilfluencers, is a fresh take on influencer marketing, spotlighting the beloved TV characters who are more than just fictional personas—they are a daily companion and a powerful presence in millions of homes across Bharat.
With Dilfluencers, ZEE is shifting the focus from traditional social media influencers to the everyday, emotional connection that these iconic characters have with viewers. In a campaign film featuring Jackie Shroff, ZEE highlights the true influence these characters hold, making them authentic and trusted ambassadors for brands.
MediaNews4U caught up with Kartik Mahadev, Chief Marketing Officer, Content SBU, ZEE to understand how ZEE plans to leverage the power of these characters to create deeper, lasting relationships between brands and their audiences.
ZEE’s Dilfluencers campaign is a unique initiative that blends TV storytelling with influencer culture. What inspired the concept behind this campaign?
The inspiration behind our Dilfluencers campaign stems from the powerful emotional connection that television characters have established with audiences over the years. TV characters have long been the original influencers—they resonate deeply with viewers, particularly in India, where they play an important role in shaping aspirations, behaviours, and values. These characters provide not only entertainment but also inspiration, strength, and life lessons that reflect the resilience and transformation seen in society.
Television continues to be the largest reach platform, engaging around 890 million viewers across the country. At Zee, we’ve always strived to create content that is not only entertaining but also relevant and reflective of societal changes. Over time, we’ve evolved the roles of our characters, showing them take on new responsibilities, particularly women stepping out of traditional roles and contributing financially to their households. This shift, accelerated post-pandemic, mirrors broader societal changes and is evident in the stories we tell on screen.
Our observation has been that the powerful moments on television often find a strong resonance on social video platforms as well, where Zee already enjoys a vibrant and engaged community with millions of followers across YouTube, Facebook, and Instagram. This convergence of TV storytelling with digital platforms and influencer culture gave birth to the idea of Dilfluencers—characters who already influence hearts daily through their authenticity and emotional depth.
This initiative allows brands to tap into the widespread cultural resonance of TV characters and adapt their marketing strategies to be more nuanced and culturally grounded. Whether it’s a national brand aiming to grow in a specific market or one that wants to shift consumer behaviour, the Dilfluencer concept offers a unique opportunity to leverage the emotional power of TV characters, combining the reach of traditional television with the immediacy and interactivity of digital platforms to deliver compelling, consistent storytelling that drives tangible consumer outcomes.
How do you envision Dilfluencers impacting the way brands interact with audiences in both urban and rural areas across India? What makes this campaign so relatable to viewers nationwide?
Dilfluencers is not just a viewer-focused initiative but a strategic product and business model innovation designed to help brands connect with audiences in a more meaningful and authentic way. The core idea behind Dilfluencers is the intersection of two powerful worlds: traditional TV content and the dynamic digital/social influencer ecosystem. We’ve observed that 50-60% of digital consumption is still driven by TV content, and there is a significant overlap—approximately 50%—between free digital content users and traditional TV viewers. This presents a unique opportunity for brands, as digital screens are being added to the consumption habits of TV viewers, creating a seamless connection between both platforms.
Dilfluencers leverages this insight to help brands connect with consumers across both digital and television touchpoints. What makes this particularly effective is that our content cuts across demographics and transcends urban-rural divides. The stories we tell, whether about a woman aspiring to become a home entrepreneur or a character like Phulki from Zee Bangla pursuing her dream of becoming a boxer, or a couple dreaming of building their own home in Lakshmi Nivasa, resonate deeply with universal human aspirations. These stories speak to fundamental human truths—stories of ambition, resilience, and change—that are relatable to audiences across different cultural and social backgrounds, irrespective of whether they are from urban or rural areas.
This universality of content makes the Dilfluencers campaign highly effective across various market segments. Whether in metro cities or smaller towns, the themes we explore in our shows transcend geographic and socio-economic boundaries, making the campaign equally impactful in both urban and rural markets. Brands can leverage this broad emotional resonance to engage with a wide range of consumers, tapping into the hearts and minds of people from diverse demographics.
ZEE’s characters now take on roles like bankers, teachers, and entrepreneurs. How do you see these evolving roles influencing social trends and consumer behaviour in India?
The evolving roles of ZEE’s characters, whether they are bankers, teachers, entrepreneurs, or professionals in other fields, are a direct reflection of the changes happening in society and the evolving aspirations of Indian audiences. Television content, especially at ZEE, has always been more than just entertainment—it’s a platform that helps viewers navigate the challenges and complexities of daily life.
The power of television lies in its ability to provide not just escapism, but also practical insights and emotional connections. Viewers often turn to TV not just for stories, but for guidance on how to handle personal, professional, or societal conflicts. This makes TV content an important vehicle for influencing consumer behaviour, as audiences deeply resonate with the journeys of the characters. For example, when a character is portrayed as an entrepreneur or a professional excelling in their field, viewers don’t just follow the drama; they draw inspiration from the character’s approach to overcoming challenges, making decisions, and navigating new roles.
These evolving roles on screen—whether it’s a female character pursuing entrepreneurship or a character navigating a high-pressure job in finance—serve as both mirrors and aspirational figures for the audience. By showcasing such diverse roles, we are not only reflecting the changing roles of women and men in society, but also presenting viewers with role models who tackle real-world challenges. This, in turn, helps shape social trends and influence consumer behavior. For example, when a character’s personal growth, like the pursuit of education or financial independence, is showcased—just as in the Sandhyaragam show on Zee Tamil, where a character’s “Seer Varisai” (marriage gift) is symbolized by her education and achievements—such moments become poignant cultural touchstones. They spark conversations, create social trends, and encourage audiences to engage in dialogue, thereby influencing behaviour in both personal and professional spheres.
These moments of cultural relevance can have a profound impact on consumer behaviour. When a powerful moment or character journey resonates with viewers, it often translates into broader societal conversations, both online and offline. It’s this ability of television to create emotionally charged, culturally relevant moments that drives audience engagement and reinforces the brand’s role as a positive influence in shaping societal norms.
By continuing to create content that reflects real-world issues—whether through the lens of entrepreneurship, education, or other evolving professional roles—we are not only engaging audiences with meaningful stories, but we are also providing them with tools and narratives that inspire change and shape social trends. Ultimately, these evolving roles help brands tap into deeper emotional connections with their consumers, guiding them through the changing landscape of values, aspirations, and behaviours in contemporary India.
With ZEE’s legacy of over six decades and a reach of 859 million viewers, how does Dilfluencers aim to leverage this expansive viewership to create meaningful brand partnerships?
Our content has always been deeply rooted in the everyday experiences of viewers, particularly the underdog woman—the core of the household viewer demographic. Zee has consistently maintained a strong share of the female target group, and in fact, it holds the largest share of female viewership in the entertainment industry. This gives us an unmatched advantage in reaching and engaging with the household audience, especially in a country like India where women are key decision-makers in both family and consumer matters.
Dilfluencers aims to capitalize on this expansive reach and emotional connection by using our characters to facilitate brand conversations within the household. Through powerful storytelling and nuanced digital video delivery, we create long-term, consistent engagement with audiences. When a brand is associated with characters that resonate deeply with viewers, particularly female viewers, it creates an organic, authentic connection that extends beyond traditional advertising. By aligning with characters that reflect real-life values, challenges, and aspirations, brands can become a part of the daily conversations within households, reaching not just individuals but entire families.
The beauty of Dilfluencers is its ability to seamlessly blend television content with digital storytelling. Through platforms like YouTube, Facebook, and Instagram, we are able to extend the emotional resonance of our characters into the digital realm, ensuring that the brand message is reinforced consistently across touchpoints. This combination of television storytelling with digital influence creates a powerful, cross-platform engagement that enables brands to build trust and emotional connections over time.
ZEE has positioned itself as a platform catering to family audiences. Which categories of brands do you believe can best leverage this positioning to drive engagement and impact?
India, as a market, is in a phase of significant growth, and there are few, if any, mature categories—meaning every sector has substantial headroom to expand. This growth phase presents a unique opportunity for brands to increase their market share, build deeper connections with consumers, and drive long-term impact.
In particular, categories that focus on household needs, lifestyle, health, education, and personal finance are ideally placed to leverage ZEE’s family-oriented platform. Brands in these sectors often need to speak to both the decision-makers—primarily women—and the broader family unit. For example, brands in consumer goods, home appliances, insurance, education, healthcare, and FMCG (Fast-Moving Consumer Goods) can significantly benefit from the emotional resonance and expansive reach that ZEE offers.
By engaging with our family-centric content and utilizing Dilfluencers, these brands can ensure that their messaging is embedded within the fabric of everyday family conversations.
To put it in context, India’s GDP is still in a growth phase compared to other emerging economies like China, where purchasing power parity is 2.5 times higher. This means that there is a tremendous opportunity for brands to tap into a burgeoning middle class with rising aspirations and growing purchasing power. By leveraging ZEE’s platform, brands can reach a broad and diverse audience, from urban to rural markets, and drive meaningful changes in consumer behaviour.
The key for brands is not just reaching the audience but ensuring a shift in consumer behaviour and achieving growth outcomes. This is where Dilfluencers can play a pivotal role—by facilitating consistent, emotionally charged storytelling that resonates deeply with audiences. Over time, this connection can influence purchasing decisions and create lasting brand loyalty, making ZEE a powerful partner in driving brand engagement and impact.
How does Zee ensure that the integration of brands into its programming feels organic and relevant to the storyline without disrupting the viewer’s experience?
At ZEE, we believe that the key to successful brand integration lies in aligning the brand’s philosophy with the values and journey of our characters. When a brand’s message naturally resonates with the character’s storyline, the integration feels organic and authentic, rather than forced or disruptive. This approach ensures that the brand becomes a meaningful part of the narrative, enriching the viewer’s experience rather than interrupting it.
With the rise of connected TV and OTT platforms, we have more opportunities than ever to deliver seamless, contextual brand integrations. By carefully considering both the brand’s objectives and the character’s journey, we ensure that the messaging enhances the story, making it relevant to the audience and adding value to the overall content. This approach helps maintain the integrity of the viewer experience while achieving the brand’s marketing goals in a subtle, impactful way.
How is Zee adjusting its strategy to meet the evolving needs of advertisers who are looking to reach a highly engaged and digital-first audience?
We recognize the value of an engaged audience, regardless of the platform they use. While digital-first audiences are important, we believe the true value lies in engaging audiences across multiple platforms—be it television, digital, or OTT. Our strategy is platform-agnostic; we focus on creating compelling, culturally relevant stories that resonate deeply with viewers, ensuring that our content travels seamlessly across all platforms.
To meet the evolving needs of advertisers, we are committed to staying close to our consumers and understanding the nuances of different cultures and regions. This constant dialogue with both our content teams and viewers ensures that we reflect the aspirations of our audiences authentically on television. As a result, our content is not confined to a single platform but can live across multiple touchpoints. Whether a brand chooses to leverage our content through TV, digital, or a combination of both, we offer flexibility, ensuring that brands can reach their audience in the most effective way possible. This approach enables us to deliver meaningful, impactful campaigns that resonate with today’s highly engaged, multi-platform consumers.
Do you have a list of brands or a category of advertisers who are lined up for the influencers integration?
There is interest, there is a lot of active conversations It’s just been launched so I think this is something that maybe we will engage a couple of months later and share more with you.
In your opinion what are the biggest opportunities for brands in the media space over the next 5-10 years How can media networks like Zee capitalise on these trends?
Over the next 5-10 years, the biggest opportunities for brands in the media space will stem from disruptive advancements in infrastructure, such as high-speed broadband and immersive technologies. These changes will open up new avenues for consumer engagement, offering brands the chance to deliver more personalized and interactive experiences.
However, despite the rapid evolution of technology, one constant will remain—the need for engaging, high-quality content. As technology progresses, content will have to evolve to provide the best possible experience for consumers. At ZEE, we have been adapting to these technological changes over the past decade, and we anticipate this pace of change will only accelerate.
To capitalize on these trends, media networks like ZEE need to continue innovating and creating content that is both platform-agnostic and adaptable to new formats. By staying ahead of the curve and embracing new technologies, we can ensure that our content continues to resonate with audiences across all platforms, creating new opportunities for brands to engage and drive consumer behaviour in innovative ways.
