CE DESK 
 Zee Entertainment unveils Zee Immerse, a new vertical creating immersive, platform-agnostic branded IPs focused on audience participation across TV, digital, and on-ground experiences.
Zee Entertainment Enterprises Limited (ZEEL) has launched Zee Immerse, a dedicated vertical for developing inclusive branded intellectual properties (IPs) that span television, digital, social media, YouTube, and on-ground platforms. This initiative responds to evolving audience preferences for participation and representation over passive content consumption, enabling co-created long- and short-format stories, digital-first narratives, and regional content.​
Laxmi Shetty, Head of Advertisement Revenue for Broadcast and Digital, emphasized partnering with brands for relevance and cultural impact, building monetizable ecosystems beyond one-off campaigns. Gunjarav Nayak, Chief Sales Officer for Hindi Movies, Youth Cluster, Brand Works & Influencer Marketing, highlighted integrating brands into entertainment at the intersection of culture, community, and commerce.​
Led by Raj Shrivastav, Executive Vice President of Sales Planning & Strategy for Z Digital and Trade Marketing, Zee Immerse advances storytelling from exposure to shared, lived experiences. The launch positions Zee as a leader in future-ready, multi-platform brand ecosystems.​
