Zee Entertainment Enterprises Limited has announced the launch of Zee Immerse, a new vertical aimed at creating immersive, inclusive and platform-agnostic branded intellectual properties. The initiative is designed to address the changing dynamics of brand storytelling, with a focus on co-created narratives that extend seamlessly across television, digital platforms, social media, YouTube and on-ground experiences.

According to a press release issued by the company, Zee Immerse marks a strategic shift in how brands engage with audiences in an era where connection goes beyond visibility and interaction. The vertical will develop bespoke content across long- and short-form formats, digital-first stories and regional narratives, enabling brands to build sustained cultural relevance rather than one-off campaigns.

The launch reflects the evolving expectations of today’s audiences, who increasingly seek inclusion and participation in the stories they consume. What began with exposure has moved through engagement and experience, and has now reached a stage where audiences want to feel represented and involved. Zee Immerse is positioned to meet this shift by enabling brands to co-create storytelling worlds that invite audiences to actively participate and shape conversations across platforms.

Commenting on the initiative, Laxmi Shetty, Head – Advertisement Revenue, Broadcast and Digital at Zee Entertainment Enterprises Ltd., said that brands are now looking for relevance, resonance and long-term cultural value. She noted that Zee Immerse allows Zee to partner with brands at a deeper level by building inclusive IPs that are impactful and monetisable across multiple platforms, moving beyond traditional campaign-based thinking.

Gunjarav Nayak, Chief Sales Officer – Hindi Movies, Youth Cluster, Brand Works & Influencer Marketing, Digital at Zee, added that the future of branded content lies at the intersection of culture, community and commerce. He said the new vertical reimagines brand integration as a natural part of entertainment, where brands enable stories that audiences choose to engage with and amplify, supported by the combined strength of movies, youth content, influencers and digital storytelling.

The vertical will be led by Raj Shrivastav, Executive Vice President, Sales Planning & Strategy for Z Digital, along with Trade Marketing, who will take on the additional responsibility of steering Zee Immerse. Sharing his perspective, Shrivastav said inclusion is the natural next step in the evolution of brand storytelling. He described Zee Immerse as a response to this shift, where storytelling becomes a shared experience—one that audiences do not just watch or feel, but genuinely live.