ZEE Network has unveiled its new campaign, Dilfluencers, to showcase the influence of its beloved TV characters. The initiative aims to bridge the gap between brands and audiences across urban and rural India by leveraging the trust and emotional connection viewers have with these characters.
The campaign introduces the term ‘Dilfluencers’, highlighting the role of ZEE’s TV characters as more than just figures on screen. They are portrayed as daily companions for millions of viewers, guiding them through themes of empowerment, resilience, and real-life challenges. The campaign features a film with actor Jackie Shroff, who humorously emphasizes that ZEE’s characters wield influence that goes beyond traditional social media endorsements.
“In a culturally diverse country like India, our ‘Dilfluencers’ resonate with viewers across multiple demographics. With a network reach of 859 million viewers, including 439 million females, ZEE connects with the key decision makers of every household. Our weekly organic cumulative reach on social is 960 million which makes ZEE’s characters indispensable for brands to influence household choices. These characters are more than on-screen personas—they are deeply relatable figures in viewers’ lives, offering brands a unique opportunity to tap into their trust and loyalty. Television has built these iconic characters, while digital media has amplified engagement, adding new dimensions. Branded content leveraging ZEE Influencers has already delivered impactful results, and with this launch, we aim to scale this success, offering partners an unmatched connection with households across India,” Ashish Sehgal, chief Growth Officer- Digital & Broadcast Revenue, ZEE, said,
The Dilfluencers campaign is aligned with ZEE’s long-standing history of offering content that resonates deeply with its audience. It taps into the trust built over decades, focusing on the everyday impact these characters have in the lives of their viewers. From promoting equality to exploring reverse parenting and second chances, the characters cover a broad spectrum of topics that reflect the evolving aspirations of the Indian audience.
The initiative offers a unique opportunity for brands to connect with consumers in a more authentic way. By associating with ZEE’s characters, brands can foster emotional connections that go beyond digital platforms and reach into the daily lives of their target audiences.
With over 5 lakh episodes and 3 lakh+ hours of content, ZEE continues to serve as a powerful medium for reaching 174 million people across India. The Dilfluencers campaign further strengthens ZEE’s commitment to being a key player in audience engagement through trusted content and real-world relevance.
“At Zee, our storytelling is consumer inspired, it reflects the evolving aspirations of our audiences, feels authentic and creates emotional resonance required to propel change. Our characters today take on roles as bankers, bakers, entrepreneurs, and teachers, they spark cultural conversations and foster a deep sense of community. It isn’t enough for influencers to just wear a product. Through ‘Dilfluencers’ we are going further, enabling brands to harness the halo of our most trusted TV characters and their unique ability to shape life choices, coupled with a digital video delivery that feels personal. This initiative brings the best of two worlds, the equity building power of TV personas and the flexibility of digital delivery that can be targeted to hyperlocal audiences, creating empathy at scale,” Kartik Mahadev, chief marketing officer, Content SBU, ZEE said.