Bengaluru, Sep 21: Ahead of its highly anticipated premiere, Sa Re Ga Ma Pa 2026 has secured 20 sponsorship associations across Z’s Television and Digital ecosystem, representing 15 unique brands across 14 consumer-facing categories. With the IP now reaching audiences across Linear Television, Digital and Connected TV, Sa Re Ga Ma Pa offers advertisers an integrated opportunity to combine the scale of television with the engagement and flexibility of digital viewing.
The new season has attracted a diverse portfolio of leading advertisers spanning FMCG, confectionery, packaged foods and spices, snacking, jewellery, building materials, personal care, paints, apparel, banking, health insurance, life insurance, mutual funds and consumer technology.
The television partnership portfolio is led by Sargam Detergents as Presenting Sponsor, Cadbury Dairy Milk as Co-Sponsor, and Kalyan Jewellers, UltraTech Cement and Catch Masale as Co-Powered By Partners. Garnier Black Naturals, Berger Paints and Ramraj Dhoties, Shirts & Kurtas join as Special Partners, while State Bank of India comes on board as Banking Partner and Anmol Biscuits as Snacking Partner. Star Health Insurance, AMFI, Lava Mobiles and LIC of India have also partnered as Associate Sponsors.
On the digital front, Kotak Life Insurance joins as the Digital Partner, while Kalyan Jewellers, UltraTech Cement, Catch Masale, Lava Mobiles and AMFI extend their associations across television and digital, enabling integrated visibility and deeper audience engagement across Z’s ecosystem.
Overall, Sa Re Ga Ma Pa 2026 brings together 15 unique brands through 20 sponsorship associations, comprising 14 television and 6 digital partnerships. The breadth of the partnership ecosystem reflects the IP’s ability to offer brands multiple avenues to connect with consumers while leveraging the scale and depth of Zee’s cross-platform offering.
With the latest season available on Zee TV and Zee 5, including Connected TV, the IP provides advertisers with opportunities to engage with audiences across linear and digital viewing environments. This integrated approach enables brands to leverage the combined reach of Z’s platforms while developing differentiated solutions tailored to their communication and business objectives.
The strong participation from advertisers also underscores Z’s continued focus on strengthening its solutions-led approach to advertising. Through relevant content integrations, branded experiences and cross-platform engagement opportunities, the Company remains committed to developing propositions that deliver enhanced consumer engagement and measurable value for its partners.
Built around the expansive world of ‘Hindustan Ka Sangeetsthan’, the latest season blends nearly three decades of musical legacy with a spectacular 360-degree production experience featuring over 100 musicians, a large-format chorus ensemble and a distinguished panel of musical Gurus comprising Shankar Mahadevan, Kumar Sanu, Neeti Mohan and Javed Ali. Hosted by Shreyas Talpade, the season unfolds on a spectacular, larger-than-life set designed to amplify the grandeur and scale of the competition.
Over the years, Sa Re Ga Ma Pa has grown into one of India’s longest-running music reality IPs, entertaining audiences across multiple languages and regional markets while introducing some of the country’s celebrated singing talent. The format continues to resonate with audiences and advertisers in India and overseas, with Air India recently coming on board as the Title Sponsor for Sa Re Ga Ma Pa 2026 on Zee TV UK, further underscoring the IP’s international appeal.
Sandeep Mehrotra, Chief Operating Officer – Advertisement Revenue, Zee Entertainment Enterprises Ltd., said:
“Sa Re Ga Ma Pa has continued to evolve as one of India’s most enduring entertainment IPs, bringing together the power of television and digital with the emotional connect of music. The strong participation from advertisers across categories this season reflects the continued relevance of the IP and the confidence of our partners in Z’s ability to deliver differentiated advertising solutions.
In today’s attention economy, where brands are competing for consumer attention across an increasingly fragmented media landscape, our focus remains on creating integrated opportunities that go beyond conventional sponsorships to deliver meaningful consumer engagement and measurable business impact. By bringing together the strengths of our television and digital platforms, we aim to enable brands to build deeper consumer connections through relevant content integrations and innovative advertising propositions. The diverse portfolio of partners associated with the new season reinforces our commitment to delivering sustained value for advertisers through the strength of our entertainment ecosystem.”
Through its continued investment in creating and nurturing enduring entertainment IPs, ‘Z’ remains focused on building differentiated content propositions that resonate with audiences across generations and geographies. IPs such as Sa Re Ga Ma Pa reflect the Company’s ability to develop scalable, cross-platform entertainment properties that strengthen audience engagement, create sustained value for advertisers and contribute to the long-term growth of its entertainment ecosystem.
Sa Re Ga Ma Pa premieres on 19th September 2026, every Saturday and Sunday at 9:30 PM, on Zee TV and Hindi Zee 5.