March 2026: In a move that blends entertainment with interactivity, Dish TV India has partnered with &TV to launch an innovative in-show engagement initiative on Bhabiji Ghar Par Hai 2.0.
Titled ‘Haso Khelo Jeeto’, the integration brings together storytelling and participation, creating a more immersive viewing experience for audiences while reinforcing brand connect.
At the heart of this collaboration is VZY, Dish TV’s Smart TV brand, which is seamlessly woven into the show’s narrative. Through contextual storytelling, the integration highlights product features in an organic manner, ensuring the brand becomes a natural part of the viewer experience rather than a disruption.
VZY Smart TVs are designed to offer a seamless, connected entertainment experience, combining live TV and OTT content on a single interface. With features such as built-in apps, intuitive navigation, high-definition display, and voice-enabled controls, VZY aims to simplify content discovery and enhance everyday viewing. Positioned as an accessible smart entertainment solution, the brand focuses on delivering convenience, performance, and value to modern households.
Extending beyond the screen, the initiative introduces a consumer engagement program that encourages viewers to participate and win rewards, deepening interaction and building a stronger emotional connection with the show.
Mr. Sukhpreet Singh, Chief Revenue Officer, Dish TV India, said, “At Dish TV, our focus is on enhancing how audiences experience content by making it more interactive and rewarding. With VZY, we are building a smarter entertainment ecosystem, and this partnership with &TV allows us to showcase that vision in a way that is engaging, contextual, and consumer-first.”
Sharing her perspective, Kaveri Das, Chief Channel Officer, &TV & Business Head – Hindi, Z5, said, “At &TV, we take pride in building partnerships that go beyond conventional integrations and reflect true synergy. Our collaboration with Dish TV on Bhabiji Ghar Par Hai 2.0 is a strong example of this, where content, brand storytelling, and consumer engagement come together seamlessly. The show continues to enjoy immense love, making it a trusted platform for brands to connect meaningfully with audiences.”
Adding to this, Roshan Kotian, National sales Head – Hindi Cluster-1, Zee Entertainment Enterprises, said, “We are focused on creating partnerships that deliver measurable impact. This collaboration leverages the strength of our content ecosystem to drive value for both consumers and trade partners, while strengthening on-ground engagement.”
With Bhabiji Ghar Par Hai 2.0 continuing to enjoy strong audience affinity, this collaboration underscores how content-led integrations can move beyond visibility to create meaningful engagement. By combining humor, storytelling, and participation, Dish TV and &TV are setting a new benchmark for how brands can connect with viewers in today’s evolving content landscape.
