ZEE Entertainment Enterprises Ltd. (‘Z’) has been awarded the Influencer and Social Media Marketing mandate by the Madhya Pradesh Tourism Board. The announcement was made at the two-day Regional Tourism Conclave for the Gwalior and Chambal Region (August 29–30, 2025), in the presence of:
- Hon’ble Chief Minister Dr. Mohan Yadav
- Hon’ble Minister of Tourism & Culture Shri Dharmendra Singh Lodhi
- Shri Sheo Shekhar Shukla (IAS), Additional Chief Secretary (Home, Tourism & Culture) & Managing Director, MP Tourism Board
- Along with other senior dignitaries
Year-Long Mandate to Amplify Tourism
Under this year-long partnership, ‘Z’ will leverage its digital expertise and flagship Dilfluencer initiative to execute influencer-led, digital-first campaigns that spotlight Madhya Pradesh’s:
- Heritage and cultural experiences
- Rural tourism and heritage walks
- Cultural festivals and fairs
- Wildlife and eco-tourism opportunities
These campaigns will aim to attract domestic and global audiences, complementing MP Tourism’s broader efforts to position the state as a must-visit destination.
Leadership Commentary
Ali Zaidi, Chief Sales Officer, Hindi GEC & FTA GEC Cluster, ZEE Entertainment Enterprises Ltd., said:
“We are honoured to receive this prestigious mandate from the Madhya Pradesh Tourism Board. At ZEE, we believe in crafting compelling narratives that resonate with people, and this partnership allows us to showcase the rich cultural tapestry of Madhya Pradesh through innovative influencer-led campaigns. This collaboration also elevates our Dilfluencers initiative, helping us deliver measurable value for our partners while celebrating India’s tourism potential.”
Zaidi further added:
“Our Dilfluencers network – comprising ZEE’s characters with deep cultural relevance and audience connect – will act as local voices, shaping community conversations and amplifying MP Tourism’s message. Anchored in a digital-first approach, this association underscores our shared vision of engaging new-age travellers and global communities through storytelling.”
Spotlight at Madhya Pradesh Travel Mart
The upcoming Madhya Pradesh Travel Mart will serve as a platform to highlight this partnership, featuring influencer-driven storytelling campaigns designed to reflect the state’s tourism vision and connect with a wider, tech-savvy audience.
Strategic Alignment
This collaboration underscores both Madhya Pradesh Tourism Board’s commitment to digital innovation and ZEE’s philosophy of building enduring, impactful partnerships that celebrate India’s cultural vibrancy across digital platforms.
