Z has been awarded the influencer and social media marketing mandate by the Madhya Pradesh tourism board.

The announcement was made during the regional tourism conclave for the Gwalior and Chambal region, held on 29–30 August 2025, in the presence of Hon’ble chief minister Dr Mohan Yadav, hon’ble minister of tourism and culture Shri Dharmendra Singh Lodhi, additional chief secretary, home, tourism and culture and managing director MP tourism board Shri Sheo Shekhar Shukla (IAS), along with other dignitaries.

Under the year-long mandate, Z will leverage its digital expertise and its ‘Dilfluencer’ initiative to roll out influencer-led campaigns aimed at promoting Madhya Pradesh’s rich heritage, culture and tourism offerings to audiences across India and overseas. 

The campaigns will amplify stories of rural tourism, heritage walks, cultural festivals and wildlife experiences, complementing the Tourism Board’s existing initiatives.

Ali Zaidi, chief sales officer, Hindi GEC and FTA GEC cluster, Zee Entertainment Enterprises, received the agreement on behalf of the company and shared his enthusiasm for the collaboration.

This partnership is aligned with the Madhya Pradesh tourism board’s strategy of using technology and social media to engage new-age travellers and global audiences. 

The upcoming Madhya Pradesh travel mart will spotlight this collaboration, with a focus on influencer-driven storytelling that ties into the state’s larger tourism vision.

Through this alliance, Z is reinforcing its commitment to advertiser-led innovations while continuing to drive impact for partners and enrich viewing experiences for millions of households.

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.”

Ali 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."