Zee Talkies is set to once again celebrate Maharashtra’s most spiritually significant event with the seventh edition of ‘Zee Talkies Cha Ashadhi Sohala’, transforming the sacred Ashadhi Wari pilgrimage into a high-impact moment for cultural engagement and brand storytelling.

The channel’s initiative merges devotion, entertainment, and innovative marketing, presenting a rare opportunity for brands to connect with an emotionally invested Marathi audience.

As highlighted in the official YouTube video promo, the Ashadhi Wari – a 21-day, 250 km foot pilgrimage from Alandi to Pandharpur – begins on June 18, 2025, drawing over 3 to 4 million Warkaris (devotees) each year. Zee Talkies has emerged as a frontrunner in using this culturally rooted moment to drive both content and consumer interaction, making it a preferred platform for devotional television during this period. With shows like ‘Gajar Kirtanacha’, ‘Man Mandira’, and the special ‘Nachu Kirtanche Rangi – Indorikar Special’, Zee Talkies attracts more than 37 million viewers across Maharashtra, firmly cementing its reputation as a channel that resonates deeply with faith and tradition.

Over the years, Zee Talkies has taken its campaign beyond television with a slew of immersive on-ground activations. Last year, it introduced a handloom ‘Shraamdaan’ canter, enabling over 1 lakh Warkaris to collectively weave a saree for Goddess Rukmini – a gesture that was both devotional and symbolic. The campaign also featured LED canters streaming live kirtans and a 12-foot Vitthal-Rukmini idol that traveled with the Wari, engaging more than 90% of participants in the procession.

Bavesh Janavlekar, Chief Channel Officer – Marathi Movies, ZEEL, explained, “For over a decade, Zee Talkies has celebrated the 1000-year-old Wari tradition through impactful on-air programming and immersive on-ground experiences that strike a deep emotional chord with Marathi viewers. Year after year, audiences across Maharashtra turn to us during Ashadhi, making Zee Talkies a trusted cultural destination. This strong, authentic connection makes us the ideal platform for brands looking to engage with viewers in a meaningful and relevant way.”

The channel’s reach and impact have not gone unnoticed by advertisers. Ashish Sehgal, Chief Growth Officer – Ad Sales, Broadcast & Digital, ZEEL, noted, “Brands have leveraged this festival with Zee Talkies for mass outreach. Last year, Pitambari launched Vitthal Upasna Agarbatti with a life-size replica pack and daily activations, engaging over 1 lakh Warkaris. Society Tea executed immersive sampling campaigns, while Biostadt Biozyme reached rural audiences with in-show integrations and ground activations, directly impacting 1.5 lakh consumers.”

This year, the Ashadhi celebration takes on even more significance, coinciding with the 750th birth anniversary of Sant Dnyaneshwar, one of Maharashtra’s most revered saints. The occasion provides a historic backdrop and unmatched visibility for brands aligning with the festivities.

With a robust mix of devotional programming, emotionally resonant storytelling, and tailored brand solutions, Zee Talkies aims to deepen its engagement with audiences through this year’s ‘Ashadhi Sohala’, which kicks off on June 18, 2025. The channel continues to lead by example in blending tradition with marketing innovation, offering brands a platform built on trust, relevance, and cultural authenticity.