Zee Entertainment’s long-running music reality IP Sa Re Ga Ma Pa has assembled a substantial advertiser roster for its 2026 edition ahead of the premiere. The season has secured 20 sponsorship associations with 15 unique brands across 14 consumer-facing categories, and will reach audiences through linear TV, digital and connected TV.
Sponsor lineup spans television and digital
On television, Sargam Detergents has come on board as presenting sponsor, with Cadbury Dairy Milk as co-sponsor. Kalyan Jewellers, UltraTech Cement and Catch Masale are co-powered by partners. Garnier Black Naturals, Berger Paints and Ramraj Dhoties, Shirts & Kurtas are special partners, while State Bank of India is the banking partner and Anmol Biscuits the snacking partner.
Star Health Insurance, AMFI, Lava Mobiles and LIC of India have joined as associate sponsors. Kotak Life Insurance has signed on as the digital partner.
A group of five brands—Kalyan Jewellers, UltraTech Cement, Catch Masale, Lava Mobiles and AMFI—has extended its presence across both television and digital. Overall, the season comprises 14 television and six digital partnerships.
- Presenting sponsor: Sargam Detergents
- Co-sponsor: Cadbury Dairy Milk
- Co-powered by: Kalyan Jewellers, UltraTech Cement, Catch Masale
- Special partners: Garnier Black Naturals, Berger Paints, Ramraj Dhoties, Shirts & Kurtas
- Banking partner: State Bank of India
- Snacking partner: Anmol Biscuits
- Associate sponsors: Star Health Insurance, AMFI, Lava Mobiles, LIC of India
- Digital partner: Kotak Life Insurance
The sponsor list cuts across FMCG, confectionery, packaged foods and spices, snacking, jewellery, building materials, personal care, paints, apparel, banking, health insurance, life insurance, mutual funds and consumer technology. Air India has separately joined as title sponsor for Sa Re Ga Ma Pa 2026 on Zee TV UK.
Cross-platform reach is the core pitch
The property will air on Zee TV and Zee5, including connected TV, giving brands a presence across linear and digital viewing environments. Sandeep Mehrotra, Chief Operating Officer – Advertisement Revenue, Zee Entertainment Enterprises Ltd., said the advertiser participation “reflects the continued relevance of the IP and the confidence of our partners” in Zee’s ability to deliver differentiated advertising solutions.
Mehrotra also pointed to the attention economy: with consumers fragmented across screens, Zee is focused on integrated opportunities beyond conventional sponsorships—content integrations, branded experiences and digital engagement—to deliver measurable business impact.
What it means for marketers
For marketing and media teams, the Sa Re Ga Ma Pa 2026 roster is a practical example of how established entertainment IP is being packaged as a multi-screen buy. The takeaway is less about one show and more about the structure: major brands are using presenting and co-powered positions for reach, while banking, insurance and mutual fund brands are joining as associate and category partners to align with family audiences.
Marketers evaluating similar opportunities can look at the sponsor tier, category exclusivity, digital extension and CTV reach rather than judging the TV exposure alone. The show’s “Hindustan Ka Sangeetsthan” theme, more than 100 musicians, a chorus ensemble, musical gurus Shankar Mahadevan, Kumar Sanu, Neeti Mohan and Javed Ali, and host Shreyas Talpade add to the appointment-viewing pull. The season premieres September 19, 2026, and airs every Saturday and Sunday at 9:30 PM.
Source: MediaNews4U
