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.