Zee Introduces Dilfluencer Moments Omnichannel Advertising Format

Zee Entertainment Enterprises Limited (‘Z’), India's leading Content and Technology Powerhouse, has announced the launch of ‘Dilfluencer Moments’, an omnichannel solution aimed at helping brands navigate multi-screen engagement and achieve stronger reach and creative cut-through across platforms.

With media access becoming increasingly democratized, brands of every size can now purchase inventory with similar ease. However, this wider access has created a new challenge for marketers, that of achieving impact in a marketplace crowded with messages. With shrinking attention spans and rising clutter, visibility alone is no longer enough. Brands must look for ways to move from awareness to memorability, while driving both affinity and action.

To address this shift, ‘Z’ has introduced ‘Dilfluencer Moments’, a character-led, moment-driven media format that blends culturally rooted storytelling with measurable commercial outcomes. The format is designed to integrate brands into narratives audiences already follow, rather than interrupting viewing experiences. By building brand presence around trusted television characters on shows across the ‘Z’ bouquet of broadcast and digital platforms, ‘Dilfluencer Moments’ is designed to create integrations that feel organic and are emotionally resonant across India’s diverse markets.

‘Dilfluencer Moments’ is anchored in a television-first approach that begins with high-trust, high-recognition moments on linear TV and then extends into digital, social, and creator ecosystems. The objective is to help brands benefit from shareability and cross-platform velocity, using storytelling cues that audiences naturally carry forward into conversations, forwards, and participation across screens.

The format was recently demonstrated through the “TumHoLovely” campaign, launched on National Girl Child Day with the message, "Jab Life ko leti ho Lightly toh lagti ho aur bhi Lovely". The campaign used character-led moments embedded across ‘Z’s Hindi and Marathi shows, with the narrative travelling organically across digital platforms through creator and community participation. A brand film featuring Sanya Malhotra further amplified the storyline, showcasing how TV-originated cultural cues can translate into broader engagement and virality.

Laxmi Shetty, Head - Advertisement Revenue, Broadcast & Digital, Zee Entertainment Enterprises Ltd., said: “As consumers turn away from interruption-led communication, advertisers need moments that feel culturally earned and emotionally authentic. Dilfluencer Moments is a new media format for marketers, delivering reach at scale through character-first content systems that seamlessly travel across platforms while connecting with audiences at a personal level. With Dilfluencer Moments, we are enabling advertisers to transform culturally rooted storytelling into brand love—powered by platform-agnostic distribution and ‘Z’s national scale.”

Kartik Mahadev, Chief Marketing Officer, ‘Z’ & Zee 5, added: "The Indian ad market has expanded steadily, not just in size but in access. Today, a 100 Mn brand and a 10,000 Mn brand can both buy impressions with equal ease. With nearly half of the 1-lakh crore ad market coming from video across Linear and Digital devices, ‘Access’ alone is no longer an advantage; 'Affinity' is. Affinity comes from storytelling, familiar characters and a relatable world and from moments that stay with audiences across screens. That’s where ‘Z’s ‘Dilfluencer Moments’ can be disruptive. While media choices still happening by platform verticals, a moment has the ability to travel horizontally across platform, organically and concurrently at scale. With our reach, our Dilfluencers and the emotional equity of our storytelling, we’re enabling brands to participate meaningfully in moments that audiences already love”

The “TumHoLovely” campaign illustrated how character-first storytelling can scale quickly across platforms, moving from television to digital social platforms, WhatsApp forwards, and real-world conversations within 24 hours. The campaign generated 35 million total impressions, with 20 million social and digital views, 2.5 million engagements, and over 1,000 comments.

For marketers, ‘Dilfluencer Moments’ is a way to embed brands into culturally relevant moments, generate organic engagement that supports genuine virality, distribute messaging at scale across platforms, and convert attention into long-term brand love and emotional equity.