Zee sets up ‘Zee Immerse’ to expand branded content offerings

New Delhi: Zee Entertainment Enterprises (‘Z’) has launched Zee Immerse, a new vertical focused on the development of branded intellectual properties built around immersive and inclusive storytelling.

The company said the vertical will work across long- and short-format content, digital-first narratives, regional stories and multi-platform executions, spanning television, digital platforms, social media, YouTube and on-ground experiences. According to Zee, the offering is designed to support brand-led storytelling that operates across screens rather than within a single medium.

The launch comes amid changing audience expectations around brand engagement. Where brand communication earlier centred on visibility and interaction, Zee noted that audiences increasingly seek participation and representation within the stories they engage with.

Zee Immerse has been positioned as a platform for co-creation, allowing brands to work with creators and platforms to develop narratives that unfold across formats and touchpoints, with audiences playing a more active role in shaping cultural conversations.

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, along with Trade Marketing. He will take on the additional responsibility of steering Zee Immerse.

Sharing his perspective, 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.”