Zee Entertainment Enterprises (‘Z’) has unveiled Zee Immerse, a new vertical that has focused on developing branded intellectual properties through immersive and inclusive storytelling.
The company has launched the vertical to create bespoke branded IPs across long- and short-form content, digital-first narratives, regional stories and multi-platform executions spanning television, digital, social media, YouTube and on-ground experiences.
Zee Immerse has been positioned to address evolving audience engagement, where viewers have increasingly sought participation and representation rather than passive consumption of branded content. The vertical has aimed to enable brands to co-create content ecosystems that extend across platforms and formats.
The company has stated that the new unit has been designed to integrate brand narratives into entertainment in a manner that allows audiences to engage with and participate in these stories across touchpoints.
Zee Immerse has been placed under the leadership of Raj Shrivastav, Executive Vice President, Sales Planning and Strategy for ‘Z’ Digital and Trade Marketing, who has taken on the additional responsibility of steering the new vertical.
“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.”- Laxmi Shetty, Head – Advertisement Revenue, Broadcast and Digital, Zee Entertainment Enterprises Ltd.
“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.”- Gunjarav Nayak, Chief Sales Officer – Hindi Movies, Youth Cluster, Brand Works and Influencer Marketing, Digital, Zee Entertainment Enterprises Ltd.
“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.”- Raj Shrivastav, Executive Vice President, Sales Planning and Strategy, ‘Z’ Digital
