Zee Entertainment Enterprises Limited (‘Z’) has announced the launch of Zee Immerse, a new strategic vertical dedicated to building immersive, inclusive, and platform-agnostic branded Intellectual Properties (IPs). Designed for the evolving landscape of brand storytelling, Zee Immerse will focus on creating bespoke content across long and short formats, digital-first narratives, regional stories, and multi-platform executions spanning television, digital, social media, YouTube, and on-ground experiences.
The launch reflects a clear shift in audience behaviour and expectations. Brand communication has moved beyond mere exposure to engagement and experience, and today, inclusion has emerged as the next frontier. Modern audiences want to actively participate, feel represented, and belong to the worlds that brands create, rather than remain passive viewers.
Zee Immerse aims to address this shift by enabling brands to co-create storytelling ecosystems that transcend individual platforms. The vertical will help brands build culturally relevant worlds where content flows seamlessly across screens and formats, encouraging audiences to engage, contribute, and become part of shared cultural conversations.
Commenting on the launch, Laxmi Shetty, Head – Advertisement Revenue, Broadcast and Digital, Zee Entertainment Enterprises Ltd., said brands are increasingly seeking relevance and long-term cultural value rather than short-term visibility. Zee Immerse, she noted, will help build inclusive, monetisable brand ecosystems instead of one-off campaigns.
Gunjarav Nayak, Chief Sales Officer – Hindi Movies, Youth Cluster, Brand Works & Influencer Marketing, Digital, added that the future of branded content lies at the intersection of culture, community, and commerce. Zee Immerse integrates movies, youth content, influencers, and digital storytelling to create scalable brand IPs.
The new vertical will be led by Raj Shrivastav, Executive Vice President, Sales Planning & Strategy for ‘Z’ Digital, who described inclusion as the natural evolution of brand storytelling-where audiences don’t just consume stories, but truly live and own them.
