Zee Entertainment Enterprises Limited (‘Z’) has announced the launch of ‘Dilfluencer Moments’, a new omnichannel media format designed to help brands cut through rising clutter and convert attention into lasting emotional affinity. Positioned as a solution for today’s multi-screen, high-noise environment, the format aims to move brands beyond visibility toward memorability and meaningful engagement.
As media access becomes increasingly democratized, brands of all sizes can now buy inventory with similar ease. However, this parity has intensified competition for attention, making reach alone insufficient. ‘Dilfluencer Moments’ addresses this challenge by offering character-led, culturally rooted storytelling that integrates brands into narratives audiences already love, rather than interrupting their viewing experience.
Built on a television-first strategy, the format leverages the emotional equity and trust of popular characters across ‘Z’s broadcast and digital ecosystem. These moments originate on linear TV and then travel seamlessly across digital, social, and creator-led platforms, enabling organic shareability and cross-platform momentum. The objective is to create brand integrations that feel authentic, emotionally resonant, and scalable across India’s diverse markets.
The format was recently showcased through the “TumHoLovely” campaign launched on National Girl Child Day. Embedded across ‘Z’s Hindi and Marathi shows, the narrative extended naturally into digital spaces through creators and communities. A brand film featuring Sanya Malhotra further amplified the message, demonstrating how television-led cultural cues can drive broader engagement and virality.
According to leadership at ‘Z’, ‘Dilfluencer Moments’ responds to a fundamental shift in advertising-from access to affinity. By combining storytelling, familiar characters, and platform-agnostic distribution, the format enables brands to participate meaningfully in moments audiences already care about.
The “TumHoLovely” campaign delivered 35 million impressions within 24 hours, including 20 million digital views and 2.5 million engagements, highlighting the format’s ability to scale rapidly. For marketers, ‘Dilfluencer Moments’ offers a powerful way to embed brands into culture, spark organic conversations, and build long-term brand love.
