ZEE Entertainment Enterprises (‘Z’), a leading content and technology powerhouse, has been awarded the Influencer and Social Media Marketing mandate by the Madhya Pradesh Tourism Board. The announcement was made during the two-day Regional Tourism Conclave for the Gwalior and Chambal Region, held on August 29–30, 2025, in the presence of Hon’ble Chief Minister Dr. Mohan Yadav, Hon’ble Minister of Tourism & Culture Shri Dharmendra Singh Lodhi, and other senior dignitaries.
Under this year-long mandate, ‘Z’ will use its digital expertise and pioneering ‘Dilfluencer’ initiative to promote Madhya Pradesh’s heritage, culture, and tourism offerings. The campaigns will highlight rural tourism, heritage walks, cultural festivals, and wildlife experiences, aiming to reach audiences across India and globally.
Ali Zaidi, Chief Sales Officer, Hindi GEC and FTA GEC Cluster, ZEE Entertainment Enterprises said, “We are honoured to be entrusted with this prestigious mandate by the Madhya Pradesh Tourism Board. At ‘Z’, we believe in creating compelling narratives that resonate with people, and this partnership gives us the opportunity to showcase the cultural richness of Madhya Pradesh through innovative influencer-led campaigns. This association also takes our Dilfluencers initiative to the next level, enabling us to deliver measurable value to our partners while celebrating India’s tourism potential.”
This collaboration supports Madhya Pradesh Tourism Board’s strategy to use technology and social media to engage new-age travellers and global audiences. The upcoming Madhya Pradesh Travel Mart will showcase this partnership, focusing on influencer-driven narratives aligned with the state’s vision.
Zaidi further added, “As local voices shaping community conversations, our Dilfluencers network comprising of ‘Z’s characters with deep audience connect and cultural credibility, will help amplify Madhya Pradesh Tourism Board’s initiatives to wider digital audiences. Anchored in a digital-first strategy, this partnership reflects our shared belief in using technology and social media to engage new-age travellers and global communities.”
Through this collaboration, ‘Z’ reinforces its philosophy of building strong partnerships while delivering impactful advertiser-led innovations and enhancing audience experiences across platforms.
