HELL Energy Drink back as Zee Cine Awards 2026 sponsor

HELL Energy Drink has announced its return as an official sponsor of the Zee Cine Awards 2026, marking the second consecutive year of its association with one of India’s prominent platforms celebrating entertainment, youth culture and high-energy experiences.

The brand will also power the ‘Viewers’ Choice Song of the Year’ category this year, strengthening its engagement with audiences and popular music.

According to a press release, the partnership reflects the brand’s continued focus on strengthening its presence across large-scale entertainment platforms that connect strongly with young audiences. By associating with a fan-favourite award category, the company aims to celebrate music that resonates widely with viewers while reinforcing its positioning around passion, performance and cultural impact.

The Zee Cine Awards have long been associated with cinematic excellence, memorable performances and the glamour of the Hindi film industry. Through this collaboration, HELL Energy Drink seeks to deepen its connection with audiences by aligning itself with moments that capture public sentiment and reflect the evolving landscape of entertainment in India.

Commenting on the association, Unnikannan Gangadharan, Director at HELL Energy Pvt.Ltd, said the brand is delighted to return as an official sponsor for the second consecutive year. He noted that sponsoring the ‘Viewers’ Choice Song of the Year’ category makes the association more meaningful as it celebrates the power of music and the collective voice of audiences. He added that the awards platform brings together passion for music and iconic moments in a powerful and engaging way.

With its return to the awards stage, HELL Energy Drink aims to create high-impact brand experiences while engaging with India’s vibrant entertainment ecosystem.

As the company continues to expand its footprint in the country, the renewed collaboration highlights its long-term commitment to the Indian market and its strategy of leveraging marquee cultural platforms to build deeper connections with young, aspirational consumers.

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“This initiative will empower subscribers to pay online and subscribe to the channels they want to watch and get it activated on their TV sets in real-time without any delay. Without needing to undertake any software development, LMOs can approach Mobiezy for their pre-built and pre-integrated solution that uses NXTDigital’s news APIs and can be up and running with their own mobile apps within just a few days.”

RU Ediriwira, Group CTO, NXTDigital Limited

“With the launch of Partnership for Growth 3.0 we intend to expand our network with 40 new NXTHUBs, each offering up to 650 live TV channels and broadband. Our efforts are focused on harnessing the convergence of technologies, developing robust apps and creating new business models that will help the overall ecosystem, delivering the best experience to our subscribers. We hope to achieve a stronger foothold in the rural regions of the country and grow our subscriber base.”

N.K. Rouse, COO, NXT Digital Ltd

“One of the key principles of the Hinduja Group is ‘Partnership for Growth’. After 2.0 saw the launch of HITS to connect LMOs in even the most remote locations through the only satellite-based cable TV platform in India; 3.0 focuses not just on strengthening the overall ecosystem we have built, but harnessing the convergence of technologies – to be delivered through a national network of NXTHUBs. Video and broadband are only the beginning of the digital highway of services that we have developed for roll-out backed by a robust suite of innovative apps developed by service providers exclusively for our LMOs and subscribers.”

Vynsley Fernandes, MD & CEO, NXTDigital Limited

“Wireline broadband is becoming ever more important not only in connecting homes across the country but also small to large enterprises-to the digital economy. The NXTHUBs will be the perfect point-of-presence to offer broadband services to cater to these consumer needs.”

Yugal Kishore Sharma CEO, ONEOTT Intertainment Limited

Amazing and grim battle for survival. Guess it will end up in Supreme Court. All that NCLT asked Zee to do was to file a reply to Invesco petition for a EGM. Now this is getting too serious. So far Invesco has been hammered for demanding an EGM. What is Zee upto? Ofcourse my lawyer community knows better!

Ashok Mansukhani, Corporate Law and Media Law Advocate at Ashokmansukhani Associates

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