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~ Leading marketers reveal the four C’s—Content, Culture, Connection and Commerce that are redefining how brands win hearts and wallets in every corner of the country ~
Bengaluru, 25th July 2025: Zee Entertainment Enterprises Limited hosted an expert panel to deliver perceptive insights into “One Bharat, Many Screens” in Bengaluru recently. Against the backdrop of Zee’s commitment to uniting diverse audiences through family‐oriented storytelling, the panel, comprising industry leaders from broadcast, digital start-ups, consumer goods and entertainment, saw intense discussions on how brands can forge meaningful connections in India’s increasingly fragmented, multi‐screen ecosystem.
Mr. Ashish Sehgal, Chief Growth Officer of Zee Entertainment Enterprises opened the conversation by underscoring Zee’s three decades of learning from storytellers like panel member and Kannada film icon, Ramesh Aravind. He highlighted Zee’s goal of getting every individual with their individual screens to come together and sit and still talk as a family, through stories that spark dialogue across generations.
He emphasized how Zee leverages deep cultural insights and regional research to craft narratives that resonate from Kashmir to Kanyakumari with content across genres, languages and formats, whether on television, cinema, over‐the‐top platforms or short‐form vertical dramas. As a content creator and industry leader, Zee Entertainment understands Bharat deeply to keep India’s screens and dinner tables alive with conversation.
Drawing on his experiences across multiple media, Mr. Ramesh Aravind spoke to the constant at the heart of all storytelling: the human truth. He stressed on how all content, across formats, must address basic human emotions including our flaws, our dreams, and our shared experiences. He noted that while factors such as pace of storytelling, framing and length must respect the needs of each platform, the core “mantra” must remain genuine human stories.
Venkatesh Vijayaraghavan, MD & CEO, TTK Prestige and Shuvadip Banerjee, Chief Digital Marketing Officer, ITC added their insights into how legacy and new‐age brands navigate multi‐segment audiences. Mr. Vijayaraghavan spoke of the challenge of remaining relevant to both the traditional millennial customers and the digitally native younger generation. They pointed out that while technology enables precise segmentation, the brand’s purpose and promise must remain consistent. They stressed the need to balance reach with resonance, using nuanced creative execution across television, social channels and e‑commerce platforms to reinforce brand ethos without diluting it.
Nishchay Ag, Co‑founder and CEO of fintech startup Jar, shared the perspective of a digital‑first brand scaling into traditional media. Having built a 20 million‑user base in two and a half years, he described the moment of “product–market fit” as the signal to expand onto television. Once non-linear yield returns begin, it’s time to crafting a unified voice and deliver stories in the languages, formats and durations that India’s diversity demands.
The lively discussion saw the emergence of four strategic levers as essential for brands charting “One Bharat, Many Screens”. The first, compelling, purpose‑driven content; the second, authentic cultural insight that honours regional idioms; third emotional connection that extends beyond the screen; and finally, a clear path to commerce that transforms brand engagement into purchase. The panelists agreed that those brands that respect time and money, and deliver value will gain audience engagement and lasting loyalty.
Together, these insights show how in a multi‑screen India, brands must deliver emotionally resonant stories to drive real‐world results. As Zee continues to weave “One Bharat” into every screen, discussions such as these serve to reaffirms its promises: to unite diverse audiences through shared narratives and catalyze meaningful connections between brands and families nationwide.
