Bengaluru, India: ‘Z’, India’s leading content and technology powerhouse, has announced the launch of ‘Dilfluencer Moments’, a new omnichannel media format designed to help brands cut through advertising clutter and build stronger emotional connections with audiences across screens.
The launch comes at a time when media access has become largely democratized, allowing brands of all sizes to buy advertising inventory with ease. However, this has also led to an overload of messages, making it increasingly difficult for advertisers to stand out and create lasting impact. As attention spans shrink, marketers are now seeking ways to move beyond visibility and build genuine brand affinity.
‘Dilfluencer Moments’ addresses this challenge through character-led, moment-driven storytelling that embeds brands organically within culturally relevant narratives. Instead of interrupting audiences with traditional advertising, the format integrates brands into stories powered by ‘Z’s trusted television characters — familiar faces that already enjoy strong emotional equity in Indian households.
The format follows a television-first approach, with moments originating on TV, where consumer trust remains highest, and then extending seamlessly across digital, social, and creator platforms. This ensures consistent storytelling while enabling organic virality and scalable reach.
The initiative debuted with the ‘TumHoLovely’ campaign launched on National Girl Child Day, featuring the message: “Jab life ko leti ho lightly, toh lagti ho aur bhi lovely.” Character-driven storytelling across ‘Z’s Hindi and Marathi shows sparked widespread digital engagement, supported by a brand film featuring actor Sanya Malhotra.
The campaign delivered over 25 million impressions across television, ZEE5, and digital platforms, generated 2.5 million engagements, and triggered more than 1,000 consumer conversations. The moment travelled organically from television to social media, WhatsApp forwards, and offline discussions within 24 hours.
Commenting on the launch, Laxmi Shetty, Head – Advertisement Revenue, Broadcast & Digital, Zee Entertainment Enterprises Ltd., said that consumers are increasingly turning away from interruption-led advertising. “Dilfluencer Moments enables brands to connect through culturally earned storytelling, transforming attention into meaningful brand love at scale,” she said.
Kartik Mahadev, Chief Marketing Officer, Zee Entertainment Enterprises Ltd., added that while access to media is no longer a differentiator, affinity is. “Moments have the power to travel across platforms organically, and Dilfluencer Moments allows brands to participate meaningfully in stories audiences already care about,” he said.
With its focus on authenticity, scale, and cross-platform storytelling, ‘Dilfluencer Moments’ marks a shift in how brands engage with Indian audiences in a crowded media environment.
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