‘Z’ unveils ‘Zee Immerse’ — A new vertical redefining branded IPs

Zee Entertainment Enterprises Limited announced the launch of Zee Immerse, a dedicated vertical focused on creating immersive, inclusive, and platform-agnostic branded Intellectual Properties (IPs). Designed for a new era of brand storytelling, Zee Immerse will develop bespoke content across long and short formats, digital-first narratives, regional storytelling, and multi-platform executions spanning television, digital, social, YouTube, and on-ground experiences.

The launch reflects a fundamental shift in how audiences connect with brands. What once began as exposure evolved into engagement, then experience and today, the next frontier is inclusion. Audiences no longer want to merely watch or interact; they want to belong, participate, and see themselves reflected in the stories brands tell.

Zee Immerse is built for this moment. It enables brands to co-create worlds where storytelling is not confined to a single screen but flows seamlessly across platforms, inviting audiences to become active participants in shaping cultural conversations.

Commenting on the launch, Laxmi Shetty, Head – Advertisement Revenue, Broadcast and Digital, Zee Entertainment Enterprises Ltd., 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.”

Adding to this, Gunjarav Nayak, Chief Sales Officer – Hindi Movies, Youth Cluster, Brand Works & Influencer Marketing, Digital, Zee Entertainment Enterprises Ltd., said, “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 vertical will be led by Raj Shrivastav, who currently is Executive Vice President, Sales Planning & Strategy for ‘Z’ Digital, along with Trade Marketing. He will take on the additional mandate of steering Zee Immerse.

Sharing his perspective, Raj 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.”

With Zee Immerse, ‘Z’ reinforces its commitment to future-ready business solutions where creativity, commerce, and culture intersect to create IPs that audiences don’t just consume but proudly own.