Zee Entertainment Enterprises has introduced Zee Immerse, a dedicated new vertical aimed at creating inclusive, co-created branded intellectual properties that span television, digital, social media, YouTube and on-ground experiences. The initiative is designed to help brands move beyond standalone campaigns and instead become an integral part of storytelling ecosystems that connect with audiences across screens and formats.
Zee Immerse will focus on developing both long- and short-format content, including digital-first narratives and regional stories, built to travel seamlessly across platforms rather than being confined to a single medium. The company said the vertical responds to evolving viewer behaviour, where audiences increasingly seek representation, participation and shared experiences instead of passive brand messaging.
Commenting on the launch, Laxmi Shetty, Head – Advertisement Revenue, Broadcast and Digital, Zee Entertainment Enterprises, said: “Brands today are looking beyond visibility and metrics. They are seeking relevance, resonance, and long-term cultural value. Zee Immerse allows us to partner with brands at a deeper level, creating IPs that are inclusive by design and impactful across platforms. This is a strategic step towards building meaningful, monetizable brand ecosystems rather than one-off campaigns.”
Gunjarav Nayak, chief sales officer – Hindi Movies, Youth Cluster, Brand Works & Influencer Marketing, Digital, Zee Entertainment Enterprises, added: “The future of branded content lies at the intersection of culture, community and commerce. With Zee Immerse, we are reimagining how brands integrate into entertainment not as interruptions, but as enablers of stories that audiences choose to engage with and amplify. This vertical brings together the power of movies, youth content, influencers and digital storytelling to build scalable, culturally relevant IPs for brands.”
The new vertical will be led by Raj Shrivastav, currently executive vice president, Sales Planning & Strategy for ‘Z’ Digital and Trade Marketing, who will take on the additional responsibility of driving Zee Immerse’s growth and direction.
Sharing his view, Raj Shrivastav said: “The evolution from exposure to engagement to experience was inevitable. Inclusion is the natural next step. Zee Immerse is our response to that shift where brands don’t just tell stories but invite audiences to belong to them. This is where storytelling becomes a shared experience, not just seen or felt, but truly lived.”
According to the company, Zee Immerse will prioritise co-created branded IPs designed for scale, cultural relevance and audience participation, reinforcing Zee’s ambition to redefine how brands collaborate within the entertainment ecosystem.
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