New vertical to develop branded intellectual properties
Zee Entertainment Enterprises Ltd. (ZEEL) has announced the launch of Zee Immerse, a dedicated vertical focused on developing branded intellectual properties (IPs) across television, digital platforms, social media, YouTube and on-ground activations.
The company said Zee Immerse will create both long- and short-format content, with a strong emphasis on digital-first narratives and regional storytelling. Unlike traditional brand integrations built for a single medium, the new vertical is designed to develop content ecosystems that work seamlessly across multiple platforms.
Responding to changing audience behaviour
According to Zee Entertainment, the launch of Zee Immerse is a response to evolving audience behaviour, where viewers increasingly seek participation, representation and involvement, rather than passive consumption of branded communication.
The vertical will focus on co-created branded IPs that are inclusive by design and structured for audience engagement across formats.
Brands seeking cultural relevance, not just reach
Commenting on the launch, Laxmi Shetty, head – Advertisement Revenue, Broadcast and Digital, Zee Entertainment Enterprises, said brands today are looking for more than visibility.
“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,” she said.
Branded content at the intersection of culture and commerce
Gunjarav Nayak, chief sales officer – Hindi Movies, Youth Cluster, Brand Works & Influencer Marketing, Digital, Zee Entertainment Enterprises, said Zee Immerse reflects a shift in how brands integrate into entertainment.
“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,” Nayak said.
He added that the vertical brings together the strength of movies, youth-focused content, influencers and digital storytelling to create scalable and culturally relevant brand IPs.
Raj Shrivastav to lead Zee Immerse
Zee Immerse 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 steering the new vertical.
Sharing his perspective, Shrivastav described the initiative as a natural evolution of brand storytelling.
“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,” he said.
Focus on shared storytelling and participation
The company said Zee Immerse will prioritise branded IPs that function across formats and platforms, with a strong focus on shared storytelling, community building and audience participation. The approach aims to help brands embed themselves into entertainment narratives in ways that are both culturally relevant and commercially sustainable.
