ZEE Entertainment Enterprises Ltd. (ZEE), a leading content and technology powerhouse, has signed a year-long Influencer and Social Media Marketing mandate with the Madhya Pradesh Tourism Board to enhance the state’s cultural and tourism appeal through innovative digital campaigns. The collaboration was announced at the Regional Tourism Conclave for Gwalior and Chambal Region 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 Shri Sheo Shekhar Shukla (IAS), Additional Chief Secretary, Home, Tourism & Culture and Managing Director, MP Tourism Board.
Under this mandate, ZEE will utilize its digital expertise and its pioneering ‘Dilfluencer’ initiative to craft compelling influencer-led campaigns that highlight Madhya Pradesh’s rich heritage, cultural festivals, wildlife reserves, rural tourism, and unique travel experiences. By amplifying authentic stories across social media, the initiative aims to connect with new-age travellers and global audiences. Mr. Ali Zaidi, Chief Sales Officer, Hindi GEC and FTA GEC Cluster, ZEE Entertainment, received the agreement on behalf of the company and emphasized the brand’s commitment to showcasing Madhya Pradesh as a premier cultural and tourism destination through creative digital storytelling.
The upcoming Madhya Pradesh Travel Mart will spotlight this partnership in action, with influencer-driven narratives forming a central part of the state’s promotional activities. ZEE’s extensive influencer network, coupled with its strong digital-first approach, is expected to significantly amplify MP Tourism Board’s vision of positioning the state as a vibrant, must-visit destination. With this strategic collaboration, ZEE not only strengthens its role as a partner in India’s tourism growth story but also reinforces its commitment to delivering impactful advertiser-led innovations that create value for both partners and audiences alike.
