Dish TV India has partnered with &TV to introduce an in-show engagement initiative related to a popular sitcom ‘Bhabiji Ghar Par Hai 2.0’, marking a fresh approach to brand storytelling and audience interaction. The initiative, titled ‘Haso Khelo Jeeto’, blends content with participation, aiming to create a more immersive viewing experience while strengthening brand connect.

According to a press release from Zee group, the collaboration integrates Dish TV’s smart TV brand VZY directly into the narrative of the show. Through contextual storytelling, the brand is positioned as a natural part of the viewing experience, rather than a traditional advertisement, allowing audiences to engage with the product organically as the story unfolds.

VZY smart TVs are designed to offer a connected entertainment experience by combining live television and OTT content within a single interface. With features such as built-in apps, intuitive navigation, high-definition display and voice-enabled controls, the platform aims to simplify content discovery and enhance everyday viewing, positioning itself as a convenient and value-driven solution for households.

Taking the engagement beyond the screen, the initiative also introduces a consumer participation programme where viewers can actively engage with the show and stand a chance to win rewards. This layer of interactivity is expected to deepen viewer involvement and extend the show’s connect beyond passive consumption.

Commenting on the partnership, Sukhpreet Singh, Chief Revenue Officer at Dish TV India, said the focus is on making content experiences more interactive and rewarding for audiences. He added that VZY represents the company’s vision of building a smarter entertainment ecosystem, and the collaboration with &TV enables this vision to be showcased in a more engaging and consumer-first manner.

Kaveri Das, Chief Channel Officer at &TV and Business Head-Hindi at Zee Entertainment Enterprises, said the partnership reflects a shift towards deeper, more meaningful brand integrations. She noted that the popularity of the show provides a strong platform for brands to connect with audiences in a way that feels seamless and relevant.

Roshan Kotian, National Sales Head – Hindi Cluster-1 at Zee Entertainment Enterprises, added that such collaborations are designed to deliver measurable impact by leveraging the strength of the network’s content ecosystem, while also enhancing engagement for both consumers and partners.

With ‘Bhabiji Ghar Par Hai 2.0’ continuing to enjoy strong audience affinity, the initiative highlights how content-led integrations are evolving beyond visibility to focus on participation and experience. By combining humour, storytelling and interactivity, Dish TV and &TV are demonstrating how brands can build deeper connections with viewers in an increasingly dynamic content landscape.