Zee Talkies turns Ashadhi into high-impact brand moment with 40 mn highly engaged audience

This year marks the seventh season of ‘Zee Talkies Cha Ashadhi Sohala’ a unique initiative by Zee Talkies that blends devotion, entertainment, and brand engagement during the sacred Ashadhi pilgrimage of Vitthal followers through innovative consumer activities. Ashadhi Wari, which involves a 250 km pilgrimage from Alandi to Pandharpur over 21 days commences on 18^th June’25. This wari attracts nealry 3 to 4 million devotees.

Events like Ashadhi Wari and Mahakumbh have long been avenues for brands to seamlessly combine religious festivals and marketing. The recent Mahakumbh saw over 500 brands reaching 20 million consumers through activations on ground. Similarly, Maharashtra’s Ashadhi Wari provides an extraordinary opportunity in a region where faith and culture are deeply intertwined.

Zee Talkies, Maharashtra’s premier Marathi movie channel, has been a pioneer in leveraging Ashadhi festival. The channel’s devotional programming, with shows like ‘Gajar Kirtanacha’, ‘Man Mandira’, and special Kirtan event ‘Nachu Kirtanche Rangi- Indorikar Special’ event reaches over 37 million viewers during the festive season. The channel’s devotion-centric content has established it as a culturally rooted storyteller on television. 

The campaign extends beyond TV with innovative on-ground activations and digital engagement. Notable initiatives include a 12-foot Vitthal Rukmini idol traveling with the Wari, engaging over 90% of participating Warkaris. Last year, Zee Talkies introduced a handloom ‘Shraamdaan’ canter, where over 1 lakh Warkaris wove a saree for Goddess Rukmini during the 21-day journey till Pandharpur. LED screens mounted on canters broadcast devotional kirtans to pilgrims, and prominent kirtankars performed at Pandharpur, drawing large crowds and strengthening Zee’s cultural bond.

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Bavesh Janavlekar, Chief Channel Officer- Marathi Movies, ZEEL, states, “For over a decade, Zee Talkies has celebrated the 1000-year-old Wari tradition through impactful on-air programming and immersive on-ground experiences that strikes a deep emotional chord with Marathi viewers. Year after year, audiences across Maharashtra turn to us during Ashadhi, making Zee Talkies a trusted cultural destination. This strong, authentic connection makes us the ideal platform for brands looking to engage with viewers in a meaningful and relevant way.”

Ashish Sehgal, Chief Growth Officer- Ad Sales, Broadcast & Digital, ZEEL says, “Brands have leveraged this festival with Zee Talkies for mass outreach. Last year, Pitambari launched ‘Vitthal Upasna Agarbatti’ with a life-size replica pack and daily activations, engaging over 1 lakh Warkaris. Society Tea used immersive sampling and branded vignettes to reach rural audiences, while Biostadt Biozyme promoted bio-stimulants through in-show integrations and ground activations, impacting 1.5 lakh consumers only on-ground.

Our strength lies in offering bespoke brand solutions that deliver meaningful consumer-brand engagements. ‘Zee Talkies cha Ashadhi Sohala’ is a unique opportunity for brands to connect with millions of devotees through culturally rich, relatable experiences."

This year marks the 750th birth anniversary of Sant Dnyaneshwar, which adds further significance offering brands a rare opportunity to align with this milestone. With innovative marketing and tailored brand solutions, Zee Talkies aims to make Ashadhi Sohala even more impactful, fostering a meaningful connection between devotion and commerce. This year, Zee Talkies Ashadhi Sohala commences from 18^th June, 2025.

This year, Zee Talkies Ashadhi Sohala commences from 18^th June, 2025. For sales enquiries, reach out to us at [email protected].