Cadbury Bournvita returns as sponsor of Jhalak Dikhhla Jaa 6

MUMBAI: Jhalak Dikhhla Jaa, the celebrity dancing reality show, is all set to return with its sixth season on Colors and the channel has renewed the sponsorship deal with Cadbury Bournvita.

Bournvita will continue to be the presenting sponsor of the BBC Worldwide’s show.

Talking about this revived association Colors CEO Raj Nayak said, “Cadbury has always been associated with our channel. Earlier it was because of Bournvita Quiz Contest and also Jhalak Dikhhla Jaa Season 5, which was the first big step for Cadbury. They were very happy with the success of JDJ Season 5 and hence, wanted to continue our association. We, at Colors, are glad that Cadbury’s Bournvita is once again the title sponsor of Jhalak Dikhhla Jaa season 6.”

When asked about the association Madison Media senior VP head of Pinnacle Mumbai Shekhar Banerjee said, “We decide to invest behind reality and talent shows only if the Return on Investment (RoI) justifies. Through propriety researches and RoI linked analytics today we have build a very scientific decision making matrix to choose what property to buy and at how much cost to buy it. Jhalak Dikhhla Jaa has been not just one of the best performing talent shows on Indian television, but with relevant integration it has also delivered a very good RoI on the brand scores of Cadbury Bournvita.”

While Raj Nayak declined to provide details about the other sponsors, he said that efforts are on to reinvent the show this season.

Talking about the unique selling point (USP) of the show, Nayak added, “Jhalak Dikhhla Jaa is based on American show ‘Dancing with the Stars’ which is a novel concept. We have the best recall of judges with Madhuri Dixit, Karan Johar and Remo Dsouza. Besides, the variety of the contestants is also its USP.”

This season’s contestants include singer Shaan, television actors Dhrashti Dhami and Shweta Tiwari.

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