Zee Entertainment Enterprises Limited (ZEEL) has announced the strategic launch of Zee Immerse, a new vertical dedicated to creating immersive, inclusive, and platform-agnostic branded Intellectual Properties (IPs). This initiative is designed to transform traditional brand storytelling by focusing on co-created narratives that flow seamlessly across television, digital platforms, social media, YouTube, and on-ground experiences.
As the media landscape shifts from simple visibility to deep audience participation, Zee Immerse aims to build sustained cultural relevance for brands through bespoke long-form and short-form content.
Zee Immerse is built on the philosophy that modern audiences no longer want to be passive consumers; they seek inclusion and representation. The vertical enables brands to move beyond one-off campaigns and instead build entire “storytelling worlds” where viewers can actively participate.
Key Content Pillars of Zee Immerse:
- Platform-Agnostic Narratives: Content designed to perform equally well on linear TV and digital-first platforms like ZEE5 and YouTube.
- Regional Depth: Developing bespoke stories tailored to India’s diverse linguistic and cultural landscape.
- Short & Long-Form Mastery: Providing brands with flexibility—from viral snippets to expansive branded series.
The vertical is spearheaded by Raj Shrivastav, Executive Vice President (Sales Planning & Strategy for ‘Z’ Digital and Trade Marketing), who takes on this additional mandate. Shrivastav describes the shift toward inclusion as the natural evolution of the media industry.
Insights from the Leadership Team:
- Laxmi Shetty (Head – Advertisement Revenue): Shetty noted that brands today are looking for long-term cultural value and “monetizable brand ecosystems” rather than traditional, interrupted advertising.
- Gunjarav Nayak (Chief Sales Officer): Nayak highlighted that the future of branded content lies at the intersection of culture, community, and commerce, where brands act as “enablers of stories” rather than interruptions.
The launch of Zee Immerse follows Zee’s broader transformation into a Content and Technology Powerhouse. By leveraging its massive reach—spanning over 1.3 billion viewers globally—Zee is using this new vertical to integrate influencers, movies, and youth-centric content into a unified advertiser-led innovation hub.
By inviting audiences to “belong” to stories rather than just watch them, Zee Immerse is set to redefine how brands engage with the “New India” across every possible screen.
Key Highlights:
- New Strategic Vertical: Zee Immerse has been launched to develop inclusive and platform-agnostic branded Intellectual Properties (IPs) across TV, Digital, and Social media.
- Shift to Inclusion: The initiative focuses on co-creation, moving brand communication from simple exposure and engagement to deep audience inclusion and participation.
- Platform-Agnostic Approach: Led by Raj Shrivastav, the vertical will create bespoke digital-first and regional narratives designed to build long-term cultural value for advertisers.
- Multi-Platform Reach: The project integrates Zee’s vast network of movies, influencers, and digital storytelling to offer brands a monetizable ecosystem beyond traditional campaigns.