Z has launched ‘Dilfluencer Moments’, a new omnichannel reach solution aimed at helping brands deepen engagement and build memorability across television, digital and social platforms. The initiative comes at a time when the Indian advertising ecosystem has become increasingly crowded, with easy access to media inventory making visibility less of a challenge than standing out meaningfully.

The network said ‘Dilfluencer Moments’ is designed to move brands beyond interruption-led advertising and into culturally embedded storytelling. The format integrates brands into character-driven narratives drawn from Z’s popular television shows, allowing advertisers to tap into emotional familiarity and trust that already exists with viewers.

The solution is built around the idea that attention today is fragmented across screens, while emotional recall still travels seamlessly. By anchoring moments on television and then allowing them to organically spill over into digital, social and creator ecosystems, ‘Dilfluencer Moments’ aims to create brand experiences that feel native rather than forced. The approach leverages Z’s well-known on-screen characters as “Dilfluencers”, positioning them as cultural connectors who can carry brand stories across geographies and platforms.

The format was recently demonstrated through the ‘TumHoLovely’ campaign, launched on National Girl Child Day with the line, “Jab life ko leti ho lightly toh lagti ho aur bhi lovely.” Character-led moments embedded across Z’s Hindi and Marathi shows travelled quickly to digital platforms, sparking conversations and creator-led amplification. A brand film featuring actor Sanya Malhotra further extended the narrative, illustrating how television-originated cues can translate into wider cultural resonance.

According to the network, the campaign generated over 25 million impressions across TV, ZEE5 and digital platforms, along with strong engagement and conversation volumes. The moment moved from television to social media, messaging platforms and everyday discussions within 24 hours, underlining the velocity that the format aims to deliver.

Laxmi Shetty, Head – Advertisement Revenue, Broadcast & Digital, Zee Entertainment Enterprises Ltd., said advertisers today need culturally earned moments that audiences choose to engage with. She added that Dilfluencer Moments allows brands to build affinity and brand love through emotionally authentic storytelling that can scale seamlessly across platforms.

Kartik Mahadev, Chief Marketing Officer, Zee Entertainment Enterprises Ltd., noted that while access to impressions has become universal, affinity remains the true differentiator. He said ‘Dilfluencer Moments’ enables brands to participate meaningfully in stories and characters audiences already love, allowing moments to travel organically across screens rather than remain confined to a single platform.

With ‘Dilfluencer Moments’, Z is positioning itself at the intersection of content, culture and commerce, offering advertisers a character-first media format that prioritises emotional connection alongside reach in an increasingly fragmented viewing environment.