MUMBAI: Zee TV, the flagship channel from the Zee Entertainment Enterprises Ltd (Zeel) stable, conducted flash mobs across various parts of Mumbai and Delhi on the Christmas Eve to increase viewership and brand effectiveness of season 3 of its popular dance reality show, Dance India Dance.

On 23 and 24 December, many parts of Mumbai and Delhi saw a mob of nearly 50/100 people all dressed as collegians, shopkeepers and local residents, shaking their legs on Bollywood numbers.

The dancemob was an initiative that was a part of the 360 degree campaign that the channel has planned during the launch phase of the show.

With an aim to create a buzz on Dance India Dance Season 3, the dancemobs were conducted in various locations like Rajouri Garden market, PVR Anupam (Saket) and PVR Satyam (Janakpuri) in Delhi while in Mumbai they were conducted at Cinemax Andheri and PVR Phoenix Mall, Lower Parel.

A similar activity was conducted on 24 December at Chhatrapati Shivaji Terminus and Churchgate stations.

The channel has started airing auditions episodes since 24 December at 8.30 pm weekend band.