Colors adopts metaverse, launches 360-degree campaign for ‘Dance Deewane Juniors’

To span across TV, print, OOH, radio, events, outdoor activations, digital and social media.

Mumbai: As the world goes digital, brands across domains follow the trend! Tapping into the trend Colors has developed a specially curated immersive, multichannel, and multiplatform digital and marketing campaign for its new kids’ dance reality show "Dance Deewane Juniors." The show is set to premiere on 23 April at 9 p.m and will feature Neetu Kapoor, Nora Fatehi, and Marzi Pestonji as judges while Karan Kundrra will be the host.

With this campaign, the channel, for the first time, will adopt metaverse technology for the show’s promotions. The plan will span across TV, print, OOH, radio, events, outdoor activations, digital and social media. Reinstating the show’s promise of 'Deewangi More, Dance Hardcore,' the channel has taken various steps to extend the deewangi for dance to its viewers and conduct activities in various markets backed by high-end technology.

Colors aims to optimise the show’s reach by allowing viewers to interact with the judges and host through augmented reality, virtual integrations, and on-ground activations ahead of the launch. Further strengthening its digital realm, the channel has become the first general entertainment channel to enter the metaverse for the show’s promotions, said the statement.

While for traditional mediums, a robust promotional outreach has been planned across platforms like TV, print, outdoor, radio, digital and social media, Colors has also leveraged different ways to expand its reach.


"Dance Deewane Juniors" is the first non-fiction show in India to have its metaverse. By clicking on the link the audience can take a virtual tour by entering the grand Metaverse Pathway. Before entering the metaverse, users can choose their avatar and indulge and experience various activities whilst in the chosen avatar. They can also experience the magnitude of the stage in a virtual format and participate in various activities like a photo booth, game zone, dance masterclass and watch shows’ behind-the-scenes within the metaverse.

AR Dance with 'Nora Challenge'

The viewers across the key markets got an opportunity to shake a leg with judge Nora Fatehi through augmented reality. Nora was seen teaching dance moves of her popular tracks including the DDJ title track to the participants, followed by a Dance battle between her and the participants. The participants also received short videos of the activity to share and promote on social media. In some markets, the viewers also got a sweet surprise with host Karan Kundrra interacting live virtually with the participants.

On-ground #KidsTakeOver

In keeping with the theme of the show, various kids took to the streets of Mumbai and showcased their deewangi for dance. Unsuspecting passers-by at Carter Road were enthralled to see a dance flash mob of kids who set the promenade on fire with their hardcore dancing skills on Dance Deewane Juniors’ title track. This mob of kids then moved to Infinity Malad for another eye-catching performance. They were also spotted at various radio stations showcasing their passion for dance.  The activity will be amplified on various platforms.

#NachoHardcoreChallenge for COLORS Golden Petal Club members

Colors also gave a platform to the kids of the Colors Golden Petal Club (CGPC) members in select cities to showcase their Deewangi for Dance and win prizes. A fun-filled evening with a dance competition for kids and engagement games for their parents were hosted in Kanpur, Lucknow, Agra, Varanasi and Dehradun. Host Karan Kundrra also visited one of these markets to add to the excitement.

Digital and influencer outreach

Top influencers Sonali Bhadauria, Melvin Louis, Aakriti Sharma, Vedika Agarwal joined the judges Nora Fatehi, Marzi Pestonji and host Karan Kundra to dance to the hook step of Dance Deewane Juniors. A digital paid plan has been implemented on Facebook and Hotstar with placing spots in IPL matches along with mid-rolls on Jio, YouTube and Voot. Apart from this, interesting content around the show will be posted on Colors social media using baby filter, urban dictionary, comic style and reels.  

Commenting on the campaign, Viacom 18 head of marketing and digital, Hindi mass entertainment, Sapangeet Rajwant said, “The marketing space has seen a dynamic and unprecedented shift in the recent past with ‘digital- first’ becoming the new mantra.  The advancement in technology has enabled brands to connect and communicate with our viewers across the country in real-time thus enhancing their reach manifolds. At Colors, we have always been at the forefront of innovating and tapping into newer avenues to put across our message and with Dance Deewane Juniors, we intended to design to build an immersive ecosystem in both online and offline mediums. Along with several other innovations, we have for the first time set foot in the metaverse arena by creating various virtual and experience-led touchpoints. We have mounted our campaign to bring alive the joy and excitement amongst the audience.”

Latest Reads
Rishi Negi to take over as CEO of Endemol Shine India

Mumbai: Banijay Asia chief operating officer Rishi Negi will take over as CEO of Endemol Shine India, highly placed sources have confirmed to Negi takes over from Abhishek Rege whose departure from the production house was announced on Tuesday. His appointment is expected to...

Television Production House Post Production
There is sound commercial viability basis for the money spent on the IPL media rights: CA Atul Thakkar

Mumbai: India is on the cusp of a revolution in the sports business. A recently released report compiled by Anand Rathi Advisors (ARAL) confirms what sports pundits have been claiming for long – that India’s time as a sporting superpower has come. According to ARAL, the sports industry is estimated...

Television TV Channels Sports
Mipcom Cannes 2022 launches new co-production market alongside exhibition

RX France, formerly Reed Midem, on Tuesday confirmed a robust first raft of stand bookings for Mipcom Cannes 2022, whilst announcing plans to launch a new international c0-production market alongside the exhibition in the Palais des Festivals dedicated to accelerating international co-production...

Television Production House Film Production
Wion announces new docu-series ‘Inside Xi’s China’

International news channel Wion has announced the launch of ten-episode documentary series Inside Xi’s China, which charts the rise of China as a global superpower. Each of the 30-minute episodes is a visual journey of the global aspirations, its flourishing economy, lifestyle changes of its...

Television TV Channels News Broadcasting
Anish Mehta moves on as CEO of animation studio Cosmos-Maya

Mumbai: Anish Mehta has decided to move on from his role as CEO of animation studio Cosmos-Maya after a ten-year stint. He built the studio from a 30-member team to a 1200+ powerhouse. He will be soon announcing his new venture sometime this year.

Television Production House Post Production
Abhishek Rege parts ways with Endemol Shine India after 15 years

Mumbai: After a 15-year stellar stint at Endemol Shine India, Abhishek Rege has decided to move on from his role as CEO. Rege will work closely with his successor (once announced) and the Endemol Shine India team during the transition.

Television Production House Post Production
Applause Entertainment announces plans to acquire and produce regional content

Aditya Birla Group venture Applause Entertainment plans to foray deep into acquiring and upgrading the regional offerings and aim to have a robust and comprehensive slate of content. The content house will continue to focus on premium dramas for its regional productions.

Television Production House Film Production
We add more credibility & variety to our sports line-up every year: Rajesh Kaul

India loves cricket with 90 per cent of most watched sports broadcasts in the country being live cricket. Sony Sports, a leading sports broadcaster, is going to bring 1800+ hours of live cricket on television screens starting from June till February 2023.

Television TV Channels Sports
Pushpendra Singh joins Viacom18 Sports as chief product officer

Viacom18 Sports has appointed Pushpendra Singh as its chief product officer. He took to LinkedIn to share this development.

Television TV Channels Sports