Mumbai, June 17 : ZEE5, India’s homegrown video streaming platform, has announced Madhusudan Ghee as the Co-Powered by Sponsor for its upcoming original reality show Maa Hai Naa hosted by Shilpa Shetty Kundra.
At its heart, Maa Hai Naa celebrates one of the most enduring relationships in Indian households, mothers and their children. The format brings Gen Z contestants and their mothers together through a series of cooking-led challenges and shared experiences, creating moments that are familiar, emotional, and deeply rooted in everyday family life.
Food plays a central role in the format, serving as both a catalyst for conversation and games, a reflection of the care and memories that often define the mother-child relationship. This makes Madhusudan Ghee a natural fit for the show, allowing the brand to be present within a context that audiences already associate with home, cooking, and family interactions.
Kaveri Das, Business Head Hindi ZEE5 and Chief Channel Officer &TV said,
“One of the things that excited us most about Maa Hai Naa was how naturally it brings together food, family, and relationships in a way that audiences instantly relate to. Since cooking is such an integral part of the format, we wanted a partner that felt authentic to that experience. Madhusudan Ghee was a natural choice, given its strong presence in Indian households and kitchens. This is the kind of partnership we always look for—where the brand doesn’t just sit alongside the content but becomes part of the world we’re creating for our viewers.”
Shri Moolchand Aggarwal, Chaiman of Madhusudan said,
“Food is central to the Maa Hai Naa format, creating a natural synergy between a brand rooted in family values and a show that celebrates the strength, warmth, and nurturing spirit of motherhood. This collaboration allows us to engage with our consumers in a setting that reflects everyday cooking experiences and family interactions, creating relevance that extends beyond conventional advertising formats.”
Through this association, Madhusudan Ghee strengthens its connection with family audiences on ZEE5, reinforcing its positioning as a brand that brings together the goodness of tradition and the assurance of modern quality.
This reflects a growing shift towards content-led integrations where brands are woven into the viewing experience through a strong contextual fit, rather than conventional sponsorship visibility alone.