ZEE Entertainment partners with MP Tourism Board for influencer-led promotion

New Delhi: ZEE Entertainment Enterprises (‘Z’) has been awarded the Influencer and Social Media Marketing mandate by the Madhya Pradesh Tourism Board, according to officials present at the Regional Tourism Conclave for Gwalior and Chambal Region on August 29–30, 2025. The event was attended by Chief Minister Dr. Mohan Yadav, Minister of Tourism and Culture Shri Dharmendra Singh Lodhi, and Additional Chief Secretary, Home, Tourism and Culture and Managing Director MP Tourism Board Shri Sheo Shekhar Shukla (IAS).

The year-long mandate will see Z utilise its ‘Dilfluencer’ network to run influencer-led campaigns aimed at promoting Madhya Pradesh’s heritage, culture and tourism offerings to audiences across India and internationally. The campaigns are expected to complement the Tourism Board’s initiatives by highlighting rural tourism, heritage walks, cultural festivals and wildlife experiences.

Ali Zaidi, Chief Sales Officer, Hindi GEC and FTA GEC Cluster, ZEE Entertainment, received the agreement on behalf of the company and said, “We are honoured to be entrusted with this prestigious mandate by the Madhya Pradesh Tourism Board. At ‘Z’, we believe in creating compelling narratives that resonate with people, and this partnership gives us the opportunity to showcase the cultural richness of Madhya Pradesh through innovative influencer-led campaigns. This association also takes our Dilfluencers initiative to the next level, enabling us to deliver measurable value to our partners while celebrating India’s tourism potential.”

He added, “As local voices shaping community conversations, our Dilfluencers network comprising of ‘Z’s characters with deep audience connect and cultural credibility, will help amplify Madhya Pradesh Tourism Board’s initiatives to wider digital audiences. Anchored in a digital-first strategy, this partnership reflects our shared belief in using technology and social media to engage new-age travellers and global communities.”

Officials noted that the upcoming Madhya Pradesh Travel Mart will provide a platform to demonstrate the partnership in action, focusing on influencer-driven narratives that align with the Tourism Board’s broader strategy.