- New Spiritual Entertainment IP Blends Bhakti, Music and Community
- Live-First Format Reimagines Bhajans for Gen Z and Urban Audiences
- Launches 12 February Ahead of Mahashivratri with ‘Om Namah Shivay’ Celebrations
- Inspired by the Fast-Rising ‘Bhajan Clubbing’ Wave in Youth Culture
- Keshavam to Headline as Devotional Rock Meets Collective Worship
NE SPIRITUAL BUREAU
MUMBAI, FEB 10
In a bold reimagining of devotional entertainment, Zee Entertainment Enterprises Limited’s experiential vertical, Zee Live, has announced the launch of ‘Bhajan Club’, a new original spiritual entertainment IP that places devotion firmly at the centre of live, youth-forward cultural experiences.
Designed as a contemporary cultural property, Bhajan Club blends tradition with innovation, bhakti with music, and spirituality with community, creating a shared devotional experience that resonates strongly with today’s audiences—especially Gen Z, who are increasingly seeking high-energy yet meaningful ways to connect with faith.
Devotion, Reimagined for a New Generation
As a live-first spiritual entertainment format, Bhajan Club reinterprets devotional music for modern audiences by bringing together renowned bhajan artists, curated devotional sets, and high-participation moments that encourage collective singing, clapping, and shared celebration—while staying deeply authentic to the emotion of bhakti.
Positioned at the intersection of mindful entertainment and cultural expression, the IP reflects a growing shift among urban youth towards community-led spiritual experiences that feel celebratory, immersive, and rooted in Indian tradition.
Mahashivratri Launch Sets the Spiritual Rhythm
The launch of Bhajan Club on 12 February 2026 is strategically timed with the devotional season, beginning with Mahashivratri on 15 and 16 February. As part of the launch celebrations, audiences will chant “Om Namah Shivay”, marking the sacred union of Lord Shiva and Goddess Parvati.
The Bhajan Club experience will soon go live on Zee5 and Zee Zest, aiming to engage 350+ on-ground audiences and reach over 4 million viewers across OTT and television. The IP will expand across multiple cultural and festival windows throughout the year.
Keshavam Headlines the Bhajan Club Experience
The launch edition will feature Keshavam, India’s first devotional rock band and a pioneer of the bhajan clubbing movement. Known for delivering intense, concert-style devotional experiences, Keshavam has built a strong following among both traditional devotees and younger audiences by seamlessly blending spirituality with modern musical expression.
Over the past year, “bhajan clubbing” has gained visible momentum within urban youth culture, with ticketed events and social conversations redefining devotion as a gig-like, communal experience. The phenomenon has also received national recognition, with the concept referenced by the Prime Minister in Mann Ki Baat (Episode 130).
Leadership Speak
Raghavendra Hunsur, Chief Content Officer, Zee Entertainment Enterprises Ltd., said, “Devotional content has always been a powerful part of India’s culture and traditions, and today we are seeing audiences engage with it in newer, innovative ways. Bhajan Club is our offering to our spiritual inner self – an IP that is experience-led and content-driven, a format that is easy to discover, participate in, and return to. Our intent is to ensure the offering is available across every meaningful consumer touchpoint, so audiences can connect with devotion in the way they prefer, whenever they choose.”
Gareth Eswin Thomas, Business Head, Zee Live, said, “Live experiences are evolving fast, and one of the most exciting shifts we are seeing is the rise of formats that combine cultural identity with a contemporary vibe. ‘Bhajan clubbing’ is emerging as a real phenomenon, and it is striking how strongly youngsters are gravitating towards it because it feels both rooted and social. With Bhajan Club, Zee Live will create a spiritual entertainment property that brings people together through music, community and shared energy, while keeping the essence of bhakti at the centre.”
A Community-Driven Spiritual IP
Bhajan Club will roll out as a series of live experiences, supported by strong digital amplification. Each edition will be curated around devotional themes, high-recall bhajans, and participative moments, making the format welcoming for both first-time attendees and regular devotees. A strong community layer will sustain engagement well beyond event days.
Bhajan Club goes live on 12 February 2026, ahead of Mahashivratri on 15 February 2026, marking the beginning of a new chapter in India’s evolving spiritual entertainment landscape.
