OTT platform ZEE5 has announced Madhusudan Ghee as the Co-Powered By Sponsor for its upcoming original reality show ‘Maa Hai Naa’, hosted by actor and entrepreneur Shilpa Shetty Kundra.

The reality show celebrates the special bond between mothers and their children, bringing Gen Z contestants and their mothers together through a series of cooking-based challenges and shared experiences. The format aims to showcase moments of warmth, emotion and connection that are deeply rooted in everyday family life.

Food forms a central element of the show, serving as a catalyst for conversations, games and experiences that reflect the care, memories and traditions often associated with the mother-child relationship. This thematic alignment makes Madhusudan Ghee a natural fit for the programme, allowing the brand to integrate seamlessly into a setting that resonates with Indian households.

Commenting on the association, Kaveri Das, Business Head Hindi, ZEE5 and Chief Channel Officer, &TV, said that one of the most compelling aspects of ‘Maa Hai Naa’ is the way it naturally brings together food, family and relationships. She added that cooking is an integral part of the show’s format, making Madhusudan Ghee an authentic partner whose presence complements the viewing experience.

Moolchand Aggarwal, Chairman of Madhusudan, said the collaboration reflects a strong synergy between a brand rooted in family values and a show that celebrates the warmth, strength and nurturing spirit of motherhood. He noted that the partnership provides an opportunity to engage with consumers through relatable family and cooking experiences that extend beyond conventional advertising formats.

Through the partnership, Madhusudan Ghee aims to strengthen its connection with family audiences on ZEE5 while reinforcing its positioning as a brand that combines traditional values with modern quality standards.

The association highlights the growing trend of content-led brand integrations, where advertisers seek meaningful engagement opportunities within formats that naturally align with their brand identity and consumer base.