Zee Sets Up New Vertical ‘Zee Immerse’ for Inclusive Branded IPs..
Varahi media.com online news, MUMBAI, December 24, 2025: Zee Entertainment Enterprises Limited (‘Z’), India’s leading content and technology powerhouse, has announced the launch of Zee Immerse. This dedicated vertical is set to redefine the landscape of branded Intellectual Properties (IPs) by focusing on immersive, platform-agnostic, and inclusive storytelling.
Varahi media.com online news, MUMBAI, December 24, 2025: Zee Entertainment Enterprises Limited (‘Z’), India’s leading content and technology powerhouse, has announced the launch of Zee Immerse. This dedicated vertical is set to redefine the landscape of branded Intellectual Properties (IPs) by focusing on immersive, platform-agnostic, and inclusive storytelling.
A New Era of Brand Integration
Zee Immerse marks a strategic shift from traditional brand exposure to inclusion. Moving beyond simple engagement and experiences, the vertical aims to create content where audiences feel a sense of belonging and participation. The initiative will develop bespoke narratives across long and short formats, digital-first stories, and regional content spanning TV, Social Media, YouTube, and on-ground activations.
Strategic Leadership Perspectives
Commenting on the launch, Laxmi Shetty, Head – Advertisement Revenue (Broadcast and Digital), ZEEL, said:
“Brands today 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. 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, ZEEL, added:
“The future of branded content lies at the intersection of culture, community, and commerce. We are reimagining how brands integrate into entertainment—not as interruptions, but as enablers of stories that audiences choose to engage with and amplify.”
Leadership & Vision
The new vertical will be spearheaded by Raj Shrivastav, who currently serves as Executive Vice President (Sales Planning & Strategy) for ‘Z’ Digital and Trade Marketing. He will take on the additional mandate of steering Zee Immerse.
“Inclusion is the natural next step after engagement and experience,” noted Shrivastav. “Zee Immerse is our response to a shift where brands don’t just tell stories but invite audiences to belong to them. This is storytelling as a shared experience—truly lived, not just seen.”
Future-Ready Content Solutions
With this launch, Zee reinforces its commitment to providing future-ready business solutions where creativity meets commerce. Zee Immerse is designed to create scalable, culturally relevant IPs that audiences don’t just consume, but proudly own.
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