ZEE Entertainment Enterprises (‘Z’) 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 Gwalior and Chambal Region, held on August 29–30, 2025, in the presence of Chief Minister Dr Mohan Yadav; Minister of Tourism & Culture Dharmendra Singh Lodhi; Additional Chief Secretary, Home, Tourism & Culture and Managing Director MP Tourism Board Sheo Shekhar Shukla (IAS) and other esteemed dignitaries.
Under the year-long mandate, ‘Z’ will leverage its extensive digital expertise and its pioneering 'Dilfluencer' initiative to drive impactful influencer-led campaigns aimed at promoting Madhya Pradesh’s rich heritage, culture and tourism offerings to diverse audiences across India and beyond. Through its influencer-led campaigns, the Company will complement Madhya Pradesh Tourism Board’s ongoing initiatives, amplifying stories of rural tourism, heritage walks, cultural festivals and wildlife experiences to wider digital audiences.
Ali Zaidi, Chief Sales Officer, Hindi GEC and FTA GEC Cluster, ZEE Entertainment Enterprises, received the agreement on behalf of the Company and expressed his enthusiasm for the collaboration.
Speaking on the partnership, 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 partnership is a step toward Madhya Pradesh Tourism Board’s strategy of leveraging technology and social media to engage new-age travellers and global audiences. The upcoming Madhya Pradesh Travel Mart will serve as a platform to highlight this partnership in action, with a focus on influencer-driven narratives that align with MP Tourism’s larger 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.”
