Television

Colors ropes in multiple brands for Jhalak Dikhhla Jaa season 9

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MUMBAI: Colors is all set to flag off the ninth season of its most popular celebrity dance reality show Jhalak Dikhhla Jaa (JDJ). Produced by BBC Worldwide India, it will start airing every Saturday from 30 July 2016 at 10pm.

Mondelez has decided to continue with its presenting sponsorship through its brand Cadbury Bournvita for JDJ while it is co-powered by Renault and Amazon.in. Ultratech Cement, Parachute Advanced Gold and Stayfree are the associate partners and UC Web browser is the trending partner.

Turning the stage into a beautiful canvas, the 12 talented stars will flaunt their passion for dance in front of the celebrated panel of judges – Jacqueline Fernandez, Karan Johar, Farah Khan and Ganesh Hegde. The show will be hosted by Manish Paul.

Commenting on the new season of Jhalak Dikhhla Jaa, Colors CEO Raj Nayak said, “What surprises me every year and pushes us as a channel to put together a show of such mammoth proportions is the enthusiasm of the celebrities who astonish us with their eagerness to participate in it and bring out their flair for dance in front of their zillion of fans. The platform is so huge that whether you win or lose, you take away something from the show which holds you in good stead for years to come. Along with Karan and Ganesh, we have on board this year the very dazzling Jacqueline Fernandez who has been keen on making her television debut through this show. Then there’s our favourite Farah Khan who oozes entertainment in everything that she does.”

He further added, “Jhalak Dikhhla Jaa and Cadbury Bournvita, presenting sponsor, is a wonderful match - our five-year-long partnership is testimony of the strong relationship we share to not only create innovative brand integration avenues but also leverage our combined brand goals. Further, we would like to extend a warm welcome to Renault and Amazon.in as the show’s co-powered by sponsors and hope to strengthen our association with them through many such marquee shows.”

Colors programming head Manisha Sharma said, “This season goes back to the basics of dancing, making the contestants showcase each performance striking a balance of uninhibited oomph, innate grace and a brilliant sense of rhythm. While the jury will share their expert opinions, the in-studio audience has the veto power to choose which contestants will stay or will be evicted. Each contestant will have one mission: to create a lasting impression with their dance moves.”

This season of the show will bring together a perfect blend of contestants who will bring classic dance back in-vogue. From choreographer and challenger, Salman Yusuf Khan, Harpal Singh Sokhi, Surveen Chawla, Poonam and Priyanka, Chutki aka Gaurav Gera, Shantanu Maheswari, Helly Shah, Nora Fatehi, Karishma Tanna, Arjun Bijlani, Shakti Arora and Sidhanth Gupta will all ensure a weekly dose of entertainment for viewers.

BBC Worldwide, India and Content Head Asia SVP and GM Myleeta Aga said, “We are very excited to see Jhalak Dikhhla Jaa, the Indian adaptation of BBC Worldwide’s acclaimed format Dancing With the Stars grow from strength to strength each season. There have been more than 270 series of strictly worldwide, in 51 countries ranging from Mexico to South Korea and it has been incredibly successful in India. This is our 9th season producing the award-winning series. More than ever, we are committed to deliver a high octane series with superior international production values. This year, the show’s lavish sets and its take on unprecedented hotness and dance promise to magnify the overall production value which will keep audiences glued to their television sets.”

The channel is undertaking several marketing and digital initiatives to generate conversations around the hotness factor of the show. For traditional marketing, a focused outreach incorporating mediums including OOH and on-ground activations has been planned. To further drive contestant and audience engagement, a spate of digital activities is being sketched out under the hashtag #JhalakHottie.

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