Zee allocates 20% of total spends on marketing ‘DID Super Moms 2’

NEW DELHI: Zee is leaving no stones unturned to push the next edition of Dance India Dance (DID) Super Moms. For marketing and publicty, the channel has allocated around 20 per cent of the show’s total budget. The reality show is commencing on 28 March on Zee TV.


Zee TV business head Pradeep Hejmadi told that the marketing will also stress heavily on social media, apart from the usual marketing route on television channels.


Speaking on the sidelines of a press meet here, Hejmadi said that there will be emphasis on advertising actively through radio, but print media may be used only on the day the series is to commence.


However, sponsorships deals for the show have not yet been finalized. The channel is in active discussions with potential advertisers for all categories, including the title sponsor.


Apart from Geeta Kapur and Terence Lewis, who have been part of the jury earlier, actor Govinda has come on as a judge. However, the concept of Maha Guru (a role, which Mithun Chakraborty essayed in the earlier series) has been done away with.


Hejmadi said that auditions were held in 16 cities and towns and post that the 16 shortlisted candidates were called to Mumbai.


The show had also introduced the concept of skippers and the dancers had been divided into three teams, each headed by a skipper, who trained them.


Hejmadi also informed having achieved its core target audience in the first season of the series, the channel has now decided to add some new features.


In order to provide support to the Super Mom, the channel will now highlight the contestants' 'super families' on the show too.


Hejmadi said, “This season aims to celebrate the dancing talent of India’s most graceful mothers yet again and set higher benchmarks for excellence in dance. We have some very interesting contestants this season. While some are dancing for the sheer joy of it, there are others who are reconnecting with a latent talent. There are also some unique cases where the lady in question is participating in the show to redeem herself and dance, as an art form, in the eyes of her family.” 


He added, “We are privileged to have Govinda on board – without a doubt, the most natural, effortless dancing star Bollywood has seen in recent years. With him joining our DID veterans Geeta and Terrence as a judge, we look forward to a season packed with phenomenal performances and some great entertainment.”


The new season will be a 11 week series starting with the auditions of the show, moving into week-on-week eliminations with the top 15 contestants from across the country vying for the coveted title of DID Super Moms.


Television actor Karan Wahi will host the show, which is being produced by Essel Vision Productions, the creative and production studio of Zee Entertainment Enterprises Ltd (Zeel).


Govinda said, “Mothers represent love, caring, nurturing and strength, so it’s going to be wonderful to be surrounded by so many of them in the weeks to come. DID has a set a benchmark for all dance reality shows in terms of the talent it brings forth every season. The creative team of the show has an eye for picking out only the best from across the country. I have just shot a couple of audition episodes and I am floored by the sheer range of talent these mothers have displayed and the reasons that motivate them to dance.”

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