~ Zee TV parks a dedicated women’s washroom near Mumbai’s ‘Parel Cha Raja’ for Ganesh Chaturthi — ‘Ladies Special’ turns on-screen women stories into on-ground comfort, dignity and participation. ~
Mumbai, September 2026: Zee TV is taking its women-first brand philosophy beyond the serial and into the pandal queue. For Ganesh Chaturthi, the channel has rolled ‘Zee TV Ladies Special’ — a dedicated women’s washroom installation near the iconic ‘Parel Cha Raja’ pandal, open from 14–25 September — so devotees aren’t forced to plan their day around facility access.
The insight is blunt and familiar. At crowded Mumbai pandals, women often limit water, wait out long queues, or buy from cafés just to use a clean toilet — turning a basic need into a compromise on comfort, dignity and the freedom to stay for darshan. Zee TV’s install is designed to be easy to spot and easy to reach, converting that gap into a visible, usable space for the festive window.
Popular Zee TV female artists visited the facility and backed the campaign, amplifying a conversation around women’s hygiene that usually stays off camera. The move sits inside the channel’s longer play of celebrating women’s aspirations on screen and now closing everyday gaps off it.
Mangesh Kulkarni, Chief Channel Officer, Zee TV, said: “Zee TV has always believed that the role of a brand is not just to reflect society, but also to influence it in meaningful ways. Our stories have given women a voice, celebrated their choices and challenged the conventions that often define their journeys. With ‘Zee TV Ladies Special’, we are taking that philosophy a step further by identifying the everyday gaps that women experience and finding ways to make a tangible difference. For us, the larger vision is to build a culture where women’s needs are not treated as an afterthought, but are instinctively considered when we create, participate and shape public spaces. ‘Ladies Special’ is one expression of that belief. We hope it becomes more than an installation during the festive season and instead contributes to a larger shift in how we think about women’s comfort, dignity and participation in everyday life.”
Marketing take: Festive brand activations usually chase footfall photos and celebrity drop-ins. Zee TV’s ‘Ladies Special’ buys something harder — sanitation as brand purpose — tying three decades of women-centric storytelling to a concrete fix at one of Mumbai’s highest-footfall Ganesh sites. If the idea travels beyond Parel Cha Raja, the channel owns a cultural cue, not just a 12-day install.
