Zee Entertainment Enterprises Limited’s experiential vertical Zee Live has announced the launch of ‘The Bhajan Club’, a new original spiritual and devotional entertainment intellectual property aimed at blending tradition with contemporary cultural experiences. The initiative seeks to bring together mindful entertainment and spiritual fervour, combining community participation with technology-driven engagement.

According to a Zee News press release, ‘The Bhajan Club’ is designed as a contemporary cultural property that brings audiences across age groups together, with a strong focus on younger consumers increasingly seeking meaningful, community-led experiences rooted in tradition. Positioned to appeal particularly to Gen Z audiences, the platform aims to offer high-energy spiritual experiences that combine devotion with celebration and music.

Conceived as a live-first format, ‘The Bhajan Club’ reimagines devotional music for modern audiences by bringing together bhajan artists, curated devotional sets, and interactive experiences that encourage collective singing, clapping and shared participation. While introducing a contemporary presentation, the initiative seeks to retain the emotional essence of “bhakti” and traditional spiritual expression.

The launch, scheduled for February 12, comes during the devotional season and precedes Mahashivratri, which will be observed on February 15 and 16. The platform will expand into other cultural and festival windows throughout the year. As part of the launch celebrations, audiences will participate in chanting “Om Namah Shivay” to mark Mahashivratri and celebrate the union of Lord Shiva and Goddess Parvati. The experience will be streamed live on Zee5 and Zee Zest, with the event aiming to engage over 350 live attendees on-ground and reach more than four million viewers across television and digital platforms.

The inaugural edition of ‘The Bhajan Club’ will feature Keshavam, India’s first devotional rock band and a pioneer in the bhajan clubbing movement. The band is known for creating high-energy, concert-like devotional experiences that appeal to both traditional devotees and younger audiences, and has been a prominent presence at cultural festivals, temple events and spiritual retreats.

The concept of “bhajan clubbing” has gained visible momentum in recent years, particularly among urban youth, with ticketed events and social media conversations highlighting it as a communal and immersive way to experience devotion. The growing cultural relevance of the format was also noted nationally when Prime Minister Narendra Modi referenced “bhajan clubbing” in an episode of ‘Mann Ki Baat’.

Raghavendra Hunsur, Chief Content Officer at Zee Entertainment Enterprises Ltd., said devotional content continues to hold a significant place in India’s cultural landscape, with audiences now engaging with it through innovative formats. He described The Bhajan Club as an experience-led and content-driven property designed to make spiritual engagement more accessible and participative across multiple consumer touchpoints.

Gareth Eswin Thomas, Business Head of Zee Live, highlighted the rapid evolution of live experiences, noting the growing popularity of formats that combine cultural identity with a contemporary social environment. He said the initiative aims to build a spiritual entertainment platform that brings people together through music and shared energy while keeping the essence of devotion at its core.

Going forward, ‘The Bhajan Club’ will be rolled out as a series of live experiences supported by digital amplification, with each edition curated around devotional themes, popular bhajans and participative elements. The platform also plans to build an engaged community around the initiative to sustain interaction beyond individual events.