Zee’s upcoming season of ‘Sa Re Ga Ma Pa 2026’ has secured 20 sponsorship associations across its television and digital ecosystem ahead of its premiere, bringing together 15 brands across 14 consumer-facing categories.

The partnerships include 14 television and six digital associations, with the music reality show set to be available on Zee TV, ZEE5 and Connected TV (CTV).

According to a press release, the sponsorship lineup includes Sargam Detergents as the Presenting Sponsor, Cadbury Dairy Milk as Co-Sponsor, and Kalyan Jewellers, UltraTech Cement and Catch Masale as Co-Powered By Partners. The other brands associated with the season are Garnier Black Naturals, Berger Paints, Ramraj Dhoties, Shirts & Kurtas, State Bank of India, Anmol Biscuits, Star Health Insurance, AMFI, Lava Mobiles, LIC of India and Kotak Life Insurance.

Several of these brands have extended their associations across both television and digital platforms, giving advertisers opportunities to build cross-platform visibility and engage audiences across different viewing environments. With the latest season available on Zee TV and ZEE5, including Connected TV, the IP is positioned to offer brands integrated solutions tailored to their communication and business objectives.

The strong advertiser participation comes as Z continues to focus on a solutions-led approach to advertising, combining content integrations, branded experiences and cross-platform engagement opportunities. The company said the approach is aimed at helping partners drive deeper consumer engagement while delivering measurable value.

Built around the theme of ‘Hindustan Ka Sangeetsthan’, ‘Sa Re Ga Ma Pa 2026’ combines the show’s nearly three-decade musical legacy with a large-scale 360-degree production. The new season features more than 100 musicians, a large-format chorus ensemble and a panel of musical Gurus comprising Shankar Mahadevan, Kumar Sanu, Neeti Mohan and Javed Ali. The season will be hosted by Shreyas Talpade and will feature a larger-than-life set designed to add to the scale and grandeur of the competition.

Commenting on the advertiser response, Sandeep Mehrotra, Chief Operating Officer – Advertisement Revenue, Zee Entertainment Enterprises Ltd., said ‘Sa Re Ga Ma Pa’ has continued to evolve as one of India’s enduring entertainment IPs by bringing together television, digital and the emotional connect of music.

Mehrotra said the participation of advertisers across categories reflects the continued relevance of the IP and the confidence of partners in Z’s ability to offer differentiated advertising solutions. He added that, in an increasingly fragmented media landscape, the focus is on creating integrated opportunities that go beyond conventional sponsorships and help brands build consumer connections through relevant content integrations and innovative advertising propositions.

The latest sponsorship slate also comes as ‘Sa Re Ga Ma Pa’ continues to expand its presence beyond the Indian market. Air India has recently joined as the Title Sponsor for ‘Sa Re Ga Ma Pa 2026’ on Zee TV UK, highlighting the international appeal of the long-running music reality format.

Over the years, ‘Sa Re Ga Ma Pa’ has established itself as one of India’s longest-running music reality IPs, reaching audiences across multiple languages and regional markets while providing a platform to several singing talents. The continued interest from advertisers across television and digital further reflects the value of the format as a scalable entertainment property.

‘Sa Re Ga Ma Pa 2026’ premieres on September 19 and airs every Saturday and Sunday at 9.30 pm on Zee TV and Hindi ZEE5.