Zee TV is redefining television engagement with the launch of three distinct shows in September, each accompanied by fresh and inventive marketing strategies.

The new lineup includes, ‘Sa Re Ga Ma Pa’ (September 14); ‘Vasudha’ (September 16); ‘Jagriti – Ek Nayi Subah’ (September 16). For the launch of ‘Vasudha’, Zee TV partnered with popular influencer Orry to introduce the show’s lead character, Vasu.

The collaboration features a lively, engaging video shared on Instagram, capturing Vasu’s spirited and down-to-earth nature. Orry’s vibrant personality complements Vasu’s charm, creating a buzz online with a video that ends with Vasu’s mission to win over the formidable matriarch, Chandrika Singh Chauhan. This engaging interaction has already generated significant online attention.

‘Jagriti – Ek Nayi Subah’ is launched with a multi-faceted grassroots campaign focused on social change and awareness. The campaign features live performances of a nukkad natak in five cities — Delhi, Lucknow, Kanpur, Agra, and Patna — based on a poignant poem that reflects the show’s theme of combating social injustice.

The poem, voiced by Shweta Tripathi and enhanced with AI visuals, underscores Jagriti’s struggle. Influential personalities such as Mirabai Chanu, Hima Das, and Sumit Antil, along with 100 influencers, are participating under the hashtag #JagritiSeBadlaav to share their own stories and amplify the campaign.

‘Sa Re Ga Ma Pa’ has adopted several digital innovations for its promotion. The show partnered with Bobble AI during auditions to target individuals discussing singing and auditions. Additionally, Jackie Shroff is playfully encouraging viewers to help select the best talent through Instagram videos.

A notable collaboration with PhonePe integrates the ‘Sa Re Ga Ma Pa’ logo into the online payment process’s ‘wait’ button, creating a seamless and high-visibility touchpoint for users as their transactions complete.

Mangesh Kulkarni, Chief Channel Officer, Zee TV, stated, “Our marketing innovations for the new show lineup are tailored to reflect the essence of each show. For Vasudha, the influencer collaboration captures the character’s fun spirit. Jagriti combines socially conscious elements with creative activations and AI-driven visuals. Sa Re Ga Ma Pa integrates technology in a way that keeps the show front-of-mind. Our audience feedback initiative, Hamara Parivar, continues to ensure our content resonates with viewers’ evolving expectations.”

Kartik Mahadev, Chief Marketing Officer, Content – SBU, ZEEL, added, “At ZEE, we are dedicated to connecting with viewers across all platforms. The Sa Re Ga Ma Pa integration with PhonePe is a meaningful interaction based on behavioral insights. The collaboration with Orry for Vasudha organically matches the character’s essence, while Jagriti uses the hashtag #JagritiSeBadlaav to reflect purpose and solidarity within the Zee TV digital community.”