Zee’s “Culture as Currency” Fireside Chat Illuminates Path for Brands to Belong in Bharat

National, 22^nd July 2025: A high‑impact fireside chat was organised by Zee Entertainment Enterprises Limited under the theme “Culture as Currency: Building Brands that Belong in Bharat”. The session, moderated by Mr. Mohit Joshi, CEO of Havas Media Network India, brought together senior leaders from media, FMCG and consumer‑centric start-ups to explore how brands can forge deep connections with India’s diverse cultural tapestry. Panellists included Mr. Ashish Sehgal, Chief Growth Officer of Zee Entertainment Enterprises Ltd.; Mr. Harkanwal Singh, Vice President of Marketing at Rohit Surfactants Pvt. Ltd.; and Mr. Saurabh Munjal, Co‑Founder & CEO of Lahori Zeera.

The fireside chat opened with Mr. Mohit Joshi setting the tone, noting that in today’s crowded media landscape, culture has emerged as a new form of currency in branding. He invited panellists to share what the phrase “culture is currency” means to their respective brands and how it drives strategy at every level.

Mr. Munjal observed that culture must transcend marketing jargon and originate with the founder or CMO. When a brand’s leadership embodies its cultural vision, every touchpoint, from packaging to promotional channels, resonates authentically with the consumer.

Mr. Singh reflected on his experience in rural and semi‑urban markets, where marketing communications are tailored for below‑the‑line activations. He described how below‑the‑line activations, such as engaging community health workers in rural areas, require careful attention to regional customs and sensitivities. Trusted community figures like ASHA workers help to introduce products such as sanitary napkins in a culturally sensitive manner.  He highlighted how digital tools now allow brands to micro‑target campaigns that carry the right flavour for each region.

Building on these insights, Mr. Sehgal described Zee’s proprietary “day‑in‑the‑life” approach to content creation. By mapping daily routines, relationships and rituals across households, whether in Mumbai’s suburbs or the hinterlands of Bihar, Zee crafts storylines that reflect genuine cultural nuances. Characters become household members, and when they endorse a brand message, it carries the weight of a trusted friend. He gave the example of Zee’s new show “Dilfluencer”, which reimagines beloved TV personalities as brand advocates, to show how emotional resonance can drive trust faster than conventional advertising.

The panel agreed that trust remains the most precious commodity for brands in Bharat. Word‑of‑mouth endorsement, they said, retains its primacy even amidst the digital storm of content. Mr. Singh emphasized that consistency between promise and delivery is essential. For example, if a brand claims to be the lowest‑priced option but consumers find a cheaper alternative, then trust evaporates. Mr. Munjal added that for start-up brands, the first purchase is merely an introduction; sustained credibility emerges only after repeatedly meeting or exceeding expectations.

Attention then turned to Bharat’s role as an innovation engine and not merely a market for consumption. Mr. Singh pointed out that innovations once confined to corporate R&D lab, such as sachet packaging and sub‑₹10 price points, have long driven product adoption in smaller towns. He proposed that brands ready to succeed in Bharat must view it as a fertile ground for co‑creation, tapping local insights to inform new offerings. Mr. Munjal said that if Lahori Jeera ever launches in Goa, they would look to experiment with regional flavours like kokum masala to celebrate local taste profiles, underscoring the potential for products that blend indigenous heritage with modern formats.

Highlighting Zee’s commitment to nurturing emerging enterprises, Mr. Sehgal introduced “Rise by Zee”, a dedicated platform designed to empower regional SMEs and start-ups. The platform provides SMEs and the long tail of innovators whose brands enrich Bharat’s cultural economy, the same support available for large national brands. Building on a successful inaugural edition in Mumbai, which attracted over 130 participants and secured five new brand partnerships, “Rise by Zee” offers hand‑holding in media planning, strategic counsel and advocacy to businesses seeking to scale. The second edition of Rise will take place in New Delhi later this year, with plans to expand into other key metros and growth corridors.

As the discussion drew to a close, panellists identified two key cultural shifts shaping Bharat today. The rise of the modern Indian woman, whose growing influence in household decision‑making is redefining product narratives across categories from personal care to financial services, and the digital exposure which has broadened aspirations, even as core values such as price consciousness and family cohesion remain deeply rooted. Together, these dynamics present both challenges and opportunities for brands striving to stay relevant.