DID 3 to get mega marketing push

MUMBAI: Zee TV, the flagship Hindi general entertainment channel (GEC) from the Zee Entertainment Enterprises stable, is bringing back its biggest non-fiction property - Dance India Dance.

The channel, which has fallen to fourth place, is also hoping to be back among the top three with the show. And to promote the third season, the channel is backing it up with extensive marketing campaign.

The show will premiere on 24 December and will air Saturday-Sunday at 8.30 pm.


The channel has chalked out a 360 degree marketing campaign across all mediums for the show. Hoardings and cut-outs of dancers will be plastered across all key cities of India. There will be mobile van activations, interesting flash mobs at railway stations and bus stations, dance related one-liner‘s and phrases will adorn the auto rickshaws in many cities.

Also, theatres, multiplexes and malls of all the major cities will have attention grabbing DID branding to build the buzz on the show.

For the first time, the channel has also conducted online auditions for the show. The online auditions have generated "huge response" from all across India and also countries like Sri Lanka, Fiji Islands, Bangladesh and Europe, the channel said.

Zee TV marketing head Akash Chawla said, "This year we are extremely high on new media. Also, a major focus will be on BTL activities. This is a holiday season and we know majority of people are going to be out, so we intend to tap them through on-ground activities."


Zee TV has brought in three international trainers- Alex Magno, Lourd Vijay and Haridas Ethafu to train the contestants.

The channel is also bringing back the first season‘s judges- Geeta Kapoor, Remo D‘Souza and Terence Lewis. Produced by Frames Production Company, the show will be hosted by Jay Bhanushali and Saumya Tandon.

"This season, the selection process has undergone many layers in order to handpick the best dancers of the country," Zee TV non fiction head Ashish Golwalkar said. "There were dancers who could not make it to the Top 18 in the previous two seasons by a whisker. They came with renewed vigor this season and some of them shocked the judges with their flawless performances. Dance India Dance is not just a dance reality show… it has become a mirror reflecting the common man‘s aspirations and dreams."

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