Google is taking its conversational AI-powered search beyond smartphones and computers in India. The company has partnered with ZEE Entertainment to showcase its new Google AI Mode through popular Hindi television serials, bringing generative AI into the storylines of mainstream daily soaps.
The collaboration is designed to introduce millions of Indian television viewers to conversational search in a familiar setting. Instead of using traditional advertisements, Google and ZEE Entertainment are integrating the technology directly into fictional storylines and everyday situations.
Google AI Mode Enters Daily Soap Storylines
The partnership uses ZEE Entertainment’s “Dilfluencer” advertising framework, which places brands and their products within ongoing character arcs and emotional narratives rather than presenting them as conventional commercials.
Popular Zee TV shows including Ganga Mai Ki Betiyan and Tumm Se Tumm Takk will feature Google’s conversational AI tools. Characters in the shows will be shown using Google AI Mode to find information and address practical, real-world questions.
The campaign is aimed at making AI search feel more accessible by demonstrating how it can be used to solve everyday problems through natural-language queries.
How Google AI Mode Is Being Promoted on TV
The campaign was rolled out around Independence Day alongside a dedicated behind-the-scenes promotional film featuring Amandeep Sidhu, who plays Sneha on Zee TV.
The film follows the character Aarti, a makeup artist planning to open her own beauty salon. She uses the Google application and conversational queries to navigate different challenges involved in setting up the business.
Rather than simply showing an advertisement for Google, the campaign demonstrates how AI Mode can be incorporated into a relatable situation.
Google Wants to Make AI Search More Accessible
According to ZEE Entertainment executives, the collaboration reflects a broader shift in advertising, where brands are looking for ways to build stronger connections with audiences within trusted entertainment environments.
The partnership also uses relatable Indian characters and familiar cultural settings to demonstrate the practical applications of AI. By making the technology part of an existing story, Google and ZEE Entertainment hope to encourage viewers to explore conversational search themselves.
The campaign centres on a Hindi tagline conveying the idea that Google AI Mode understands users’ needs, explains concepts and guides them.
With daily soaps reaching audiences across different regions and demographics, the partnership gives Google a new route to introduce generative AI and conversational search to consumers who may not regularly engage with technology-focused advertising.
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published: Monday, August 31, 2026, 18:16 [IST]
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