Why advertisers are still backing older non-fiction properties

MUMBAI: On September 19, Zee Entertainment Enterprises Ltd launched the new season of its trailblazing music talent show ‘Sa Re Ga Ma Pa’ on Zee TV and Zee5, with 20 sponsorship and brand deals across packaged foods and spices, jewellery, building materials, personal care products, paints, apparel, banking, health insurance, mutual funds and consumer technology