~ Zee’s music reality IP locks 20 sponsorship associations with 15 brands across TV and digital ahead of its 19 September premiere ~
Mumbai, September 2026: Z’s singing reality franchise Sa Re Ga Ma Pa 2026 has locked 20 sponsorship associations with 15 unique brands across 14 consumer-facing categories, spanning linear TV, digital and Connected TV ahead of premiere.
On television, Sargam Detergents is Presenting Sponsor and Cadbury Dairy Milk is Co-Sponsor. Kalyan Jewellers, UltraTech Cement and Catch Masale sit as Co-Powered By Partners. Garnier Black Naturals, Berger Paints and Ramraj Dhoties, Shirts & Kurtas join as Special Partners, with State Bank of India as Banking Partner and Anmol Biscuits as Snacking Partner. Star Health Insurance, AMFI, Lava Mobiles and LIC of India are Associate Sponsors; Kotak Life Insurance is the Digital Partner. Several brands — including Kalyan, UltraTech, Catch, Lava and AMFI — have extended across both TV and digital.
The season theme is ‘Hindustan Ka Sangeetsthan’, with musical Gurus Shankar Mahadevan, Kumar Sanu, Neeti Mohan and Javed Ali, host Shreyas Talpade, and a large-format production billed at over 100 musicians. Episodes land Saturday–Sunday at 9:30 PM on Zee TV and Hindi ZEE5, including CTV. Air India is Title Sponsor for the Zee TV UK feed.
Sandeep Mehrotra, COO – Advertisement Revenue, Zee Entertainment Enterprises, framed the slate as more than logo walls: “In today’s attention economy… our focus remains on creating integrated opportunities that go beyond conventional sponsorships to deliver meaningful consumer engagement and measurable business impact.”
Marketing take: Long-running music IPs still clear a crowded festive media shelf — 15 brands across detergents, chocolate, jewellery, cement, insurance and mobiles says Sa Re Ga Ma Pa remains a cross-category attention buy, not a nostalgia relic.
