Zee Entertainment Enterprises (Z) has launched Zee Immerse, a dedicated vertical focused on creating immersive, inclusive, and platform-agnostic branded Intellectual Properties (IPs).
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.
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.
The vertical will be led by Raj Shrivastav, who is currently Executive Vice President, Sales Planning & Strategy for ‘Z’ Digital, along with Trade Marketing. He will take on the additional mandate of steering Zee Immerse.
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.”
Gunjarav Nayak, Chief Sales Officer – Hindi Movies, Youth Cluster, Brand Works & Influencer Marketing, Digital, Zee Entertainment Enterprises, 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.”
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.”
