Zee Marathi has secured more than 25 brand partnerships across its flagship non-fiction shows, ‘Home Minister’ and ‘Sa Re Ga Ma Pa’, highlighting the continued appeal of its established entertainment properties among audiences and advertisers.

The partnerships come as the channel embraces its renewed brand philosophy, ‘Paaul Pudhe Padlay… Jamlay!’, which focuses on taking its legacy forward through relevant content, refreshed formats and stronger connections with Marathi audiences.

Hosted by Aadesh Bandekar, ‘Home Minister’ has been a part of Marathi households for more than two decades. The show has completed 20 years of uninterrupted daily entertainment, travelled nearly 25 lakh kilometres and reached audiences across Maharashtra and other parts of India.

Over the years, the programme has presented nearly 7,500 Paithani sarees to women, affectionately addressed as ‘Vahinis’, bringing joy to an estimated 20,000–25,000 women.

The show’s refreshed format has continued to attract advertisers across categories. Its brand partners include Fortune, Exo, Badshah, Medimix, Lagu Bandhu, Lokmanya Credit Bank and Tathastu Paithani.

Meanwhile, ‘Sa Re Ga Ma Pa’ continues to serve as a platform for musical talent and Marathi cultural expression. Its latest season has attracted 16 brand partnerships across multiple categories, with companies looking to connect with audiences through the show’s established cultural presence.

The programme’s brand partners include Amazon, Cadbury, Dairy Milk, Sprite, Santoor, Berger Paints, TJSB Bank and Jaganath Gangaram Pednekar Jewellers.

The participation of brands across both properties reflects Zee Marathi’s efforts to create opportunities for advertisers to integrate their messaging with familiar entertainment formats and culturally relevant audience experiences.

Commenting on the advertiser response, Sandeep Mehrotra, COO – Advertisement Revenue, Zee Entertainment Enterprises Ltd, said the success of the two shows demonstrated how regional content connects with audiences through culture, emotion and context.

He added that such partnerships allow brands to move beyond conventional advertising and become part of consumers’ everyday narratives. Mehrotra also highlighted Maharashtra’s strategic importance as a major economic market, noting that Zee Marathi’s team is developing solutions to help advertisers build deeper connections with viewers.

V.R. Hema, Chief Channel Officer – Zee Marathi, Marathi ZEE5, Zee Talkies and Zee Yuva at Zee Entertainment Enterprises Ltd, said ‘Home Minister’ and ‘Sa Re Ga Ma Pa’ continue to enjoy the love and loyalty of Marathi audiences across generations.

According to Hema, the enduring popularity of these home-grown non-fiction properties and their strong brand partnerships reflect the trust and emotional connection they have built over the years. She added that Zee Marathi plans to build on this legacy through compelling content, refreshed formats and innovative brand integrations.

With more non-fiction properties in its upcoming line-up, the channel aims to strengthen its relationship with viewers while creating further opportunities for advertisers to engage with Marathi audiences.

The latest partnerships underline Zee Marathi’s focus on combining established entertainment formats with brand integrations that reflect the cultural preferences and evolving aspirations of its viewers.