Bengaluru, Jan 29 :‘Z’, India’s leading content and technology powerhouse, today announced the launch of ‘Dilfluencer Moments’, a breakthrough omnichannel media format designed to help brands cut through clutter, navigate multi-screen engagement, and build lasting brand love.
Addressing the Advertiser’s New Challenge: Visibility Without Impact
India’s advertising ecosystem has become increasingly democratised, allowing brands of all sizes to access media inventory with ease. However, this accessibility has created a new challenge standing out in an oversaturated landscape where attention spans are shrinking and brand recall is harder than ever.
Today’s marketers face a critical shift: moving beyond visibility to memorability, and from awareness to emotional connection and action.
Introducing ‘Dilfluencer Moments’: Where Storytelling Drives Brand Affinity
‘Dilfluencer Moments’ is ‘Z’s response to this challenge a character-led, moment-driven media format that transforms organic storytelling into viral engagement and measurable brand equity.
Unlike interruption-based advertising, ‘Dilfluencer Moments’ embeds brands within culturally resonant narratives powered by ‘Z’s iconic television characters trusted faces that already live in millions of Indian households. These integrations feel natural, emotionally authentic, and culturally earned.
The Four Pillars of ‘Dilfluencer Moments’
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Character-Led Authenticity: Beloved ‘Z’ characters Dilfluencers act as cultural catalysts, bringing credibility and emotional resonance to brand stories across hyperlocal and national contexts.
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TV-Originated Trust: Moments begin on television, where trust and recognition remain strongest, and then extend seamlessly across digital, social, and creator ecosystems.
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Organic Virality: Narrative cues are transformed into shareable cultural signals, driving genuine engagement rather than forced exposure.
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Platform-Agnostic Scale: Unified distribution across television, digital, social media, and creator networks ensures consistent messaging and maximum reach.
Case Study: The “Tum Ho Lovely” Campaign
‘Dilfluencer Moments’ debuted with the campaign message “Jab life ko leti ho lightly, toh lagti ho aur bhi lovely” on National Girl Child Day. The character-led narrative was embedded across ‘Z’s Hindi and Marathi shows and travelled organically across digital platforms.
A brand film featuring Sanya Malhotra further amplified the storytelling, demonstrating how TV-led cultural cues can spark digital virality and meaningful engagement.
Campaign Impact:
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25+ million impressions across TV, ZEE5, and digital platforms
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2.5 million engagements, reflecting deep emotional resonance
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1,000+ conversations, indicating high-quality audience participation
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Cross-platform virality within 24 hours, extending to social media, WhatsApp forwards, and real-world conversations
Leadership Speak
Laxmi Shetty, Head Advertisement Revenue, Broadcast & Digital, Zee Entertainment Enterprises Ltd., said:
“As consumers move away from interruption-led communication, advertisers need moments that feel culturally earned and emotionally authentic. Dilfluencer Moments is a new media format that delivers reach at scale through character-first storytelling systems that connect with audiences on a personal level and convert attention into brand love.”
Kartik Mahadev, Chief Marketing Officer, Zee Entertainment Enterprises Ltd., added:
“Today, access to impressions is no longer a competitive advantage—affinity is. Affinity is built through storytelling, familiar characters, and moments that stay with audiences across screens. Dilfluencer Moments enables brands to participate meaningfully in moments audiences already love, allowing stories to travel organically across platforms at scale.”
The Marketer’s Advantage
In a world where reach is easy but remembrance is rare, ‘Dilfluencer Moments’ offers brands a scalable ecosystem that:
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Embeds brands in culturally relevant moments
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Drives organic engagement and authentic virality
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Ensures platform-agnostic distribution at national scale
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Converts attention into lasting emotional equity and brand love
