Add MobiGyaan as a preferred source on Google
ZEE has partnered with Google to bring Google Search’s AI Mode into the storylines of popular Zee TV fiction shows, integrating conversational AI into television narratives rather than using traditional product-placement formats.
The initiative, rolled out on Independence Day, features AI Mode integrations in fiction programs including Ganga Mai Ki Betiyan and Tumm Se Tumm Takk.
AI Mode Integrated Into Storylines
Through ZEE’s “Dilfluencer Moments” framework, characters in upcoming episodes will use Google Search’s AI Mode to address everyday challenges, explore different choices, and find solutions to complex questions within the fictional storyline.
The integration is designed to demonstrate how conversational AI can be used in relatable situations while remaining part of the characters’ narratives and decision-making processes.
Brand Film & Multi-Touchpoint Campaign
The partnership also includes a dedicated brand film featuring Amandeep Sidhu, who plays Sneha in Ganga Mai Ki Betiyan, alongside Rajsi Bhave, who plays makeup artist Aarti.
In the film’s storyline, Aarti explains how she used AI-powered search queries to plan the launch of her beauty salon, demonstrating how AI Mode can assist with practical decisions and planning.
The campaign extends beyond television episodes into community and cross-format touchpoints under the premise “Google Search ka Naya AI Mode, Samjhe, Samjhaye aur Raah Dikhaye.”
Speaking about the partnership, Sandeep Mehrotra, Chief Operating Officer, Advertisement Revenue, ZEEL, said, “Advertisers today are looking for more than visibility; they are looking for meaningful ways to connect with consumers in environments they trust. This collaboration with Google Search AI Mode demonstrates how entertainment can create that connection by integrating brands naturally into stories that audiences are already emotionally invested in. Through Dilfluencer Moments, we have been building new storytelling-led solutions for marketers, and this partnership showcases how even a technology product can be woven seamlessly into a narrative to drive both relevance and engagement at scale.”
Speaking about the announcement film, Kartik Mahadev, Zee Entertainment Enterprises, said, “The most powerful integrations are those that become part of the story world, moving naturally with its characters. That was our ambition with Google Search in AI Mode, and this first film sets the tone for what’s to come. Launching around Independence Day with our Dilfluencer, Sneha from Zee TV, the story gives the idea of independence a contemporary, everyday meaning, one that can remain relevant well beyond the occasion. At ZEE, our characters and storytelling have the ability to build empathy at scale. Dilfluencer Moments harnesses that influence to go a step further in helping audiences discover new possibilities, build confidence in new behaviours, and turn cultural moments into meaningful adoption.”
