Zee Entertainment Enterprises Limited’s experiential vertical Zee Live, has announced the launch of ‘Bhajan Club’, a new original spiritual and devotional entertainment IP. Bhajan Club unites mindful entertainment and spiritual fervour across religious inclinations, blending tradition with innovation, and community with technology.
A contemporary cultural property, Bhajan Club is designed to bring together audiences across age groups seeking meaningful, community-led experiences that feel celebratory, musical and rooted in tradition. With a focus on Gen Z, Bhajan Club is positioned as an answer to today’s youth who are looking for high-energy spiritual experiences.
As spiritual entertainment in a live-first format, Bhajan Club reimagines devotional music for today’s audience, bringing together bhajan artists, curated devotional sets, and high-participation moments that encourage collective singing, clapping, and shared celebration, while staying authentic to “bhakti”.
The launch of Bhajan Club on 12th February is timed to the devotional season, starting with Mahashivratri, which falls on 15th and 16th February, and will expand into other cultural and festival windows across the year. As part of the launch celebrations, audiences can join the rhythm of devotion chanting “Om Namah Shivay” as Bhajan Club rings in Mahashivratri and celebrates the union of Lord Shiva and Goddess Parvati. The Bhajan Club experience will be live on Zee 5 and Zee Zest soon. The launch aims to engage with 350+ live audiences on-ground and reach 4 million+ viewers across OTT and TV.
The Bhajan Club launch will feature Keshavam, Indian devotional rock band involved in the bhajan clubbing movement, known for creating intense, concert-like experiences that appeal to both traditional devotees and younger audiences. The band is a regular centerpiece at cultural festivals, large temple events, and spiritual retreats and has been recognised for blending traditional spirituality with modern music.
Over the past year, “bhajan clubbing” as a concept has begun to show visible momentum in urban youth culture, with ticketed listings and social conversations framing it as a new way to experience devotion through a gig-like, communal format. The growing cultural relevance of the format has also been spotlighted nationally, with “bhajan clubbing” referenced by the Hon’ble Prime Minister Shri Narendra Modi ji in “Mann Ki Baat” (Episode 130).
Raghavendra Hunsur, Chief Content Officer, Zee Entertainment Enterprises Ltd. said, “Devotional content has always been a powerful part of India’s culture and traditions, and today we are seeing audiences engage with it in newer, innovative ways. Bhajan Club is our offering to our spiritual inner self - an IP that is experience-led and content-driven, a format that is easy to discover, participate in, and return to. Our intent is to ensure the offering is available across every meaningful consumer touchpoint, so audiences can connect with devotion in the way they prefer, whenever they choose.”
Gareth Eswin Thomas, Business Head, Zee Live said, “Live experiences are evolving fast, and one of the most exciting shifts we are seeing is the rise of formats that combine cultural identity with a contemporary vibe. ‘Bhajan clubbing’ is emerging as a real phenomenon, and it is striking how strongly youngsters are gravitating towards it because it feels both rooted and social. With Bhajan Club, Zee Live will create a spiritual entertainment property that brings people together through music, community and shared energy, while keeping the essence of bhakti at the centre.”
Bhajan Club will roll out as a series of live experiences. Each edition will be curated around devotional themes, high-recall bhajans, and participative moments that make the experience welcoming for both first-timers and regular listeners. The IP will also build a community layer around it to sustain engagement beyond event days.
Bhajan Club goes live on 12 February 2026, ahead of Mahashivratri on 15 February 2026.
