Television
Report on Hindi News Viewership

Colors plans high-impact promotion for Dance Deewane season 3

The dance reality show is presented by Colgate and Maruti Suzuki.

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MUMBAI: Celebrating dance by bringing contestants from three generations on one stage, Colors’ marquee dance reality show Dance Deewane is back with a new season. With renewed energy and new hope, the show promises Waqt ko Nachayenge, Dance Machayenge.

Madhuri Dixit and ace choreographer Tushar Kalia have returned for the third season, and joining them on the panel for the first time is dancer and choreographer par excellence Dharmesh Yelande. Alongside the esteemed panel of judges, the very quirky and talented Raghav Juyal will host the show. Produced by Dreams Vault Media, Dance Deewane will premiere on 27 February and air every Saturday and Sunday at 9 pm only on Colors.

Marked by an eclectic mix of contestants, Dance Deewane will once again give a lifetime opportunity to the deserving ones to showcase their talent and stand out. Be it the husband-wife duo Shilpa and Ajay from generation three who will impress everyone with their finesse, Nagpur’s Piyush Gurbhele from generation two who fearlessly performs energetic acts, and Gunjan and Sohail from generation one known for their firecracker performances, the season will unleash many hidden gems from the nooks and crannies of the country. Apart from these, Uday Singh – a find from Madhya Pradesh – and Aman Kumar Raj from Ranchi are set to take over the dance floor. A video of Aman resurfaced on the internet and his unceasing energy impressed Madhuri Dixit so much that she invited him on the show. For the first time, the show will have an all dancers panel of judges and host who will mentor and guide the contestants.
Viacom18 Hindi mass entertainment & kids TV Network head Nina Elavia Jaipuria said, “At the onset of the new season, we are happy to continue this journey of innovating, bringing generations together and breaking stereotypes. This year, we are delighted to extend our partnership with Colgate as the presenting sponsor and also welcome Maruti Suzuki as the presenting sponsor.”

Maruti Suzuki India Limited marketing and sales executive director Shashank Srivastava said, “We are delighted to be a part of the launch of season three  of Dance Deewane. The show resonates well with Maruti Suzuki’s proposition of dynamism, power and performance. We at Maruti Suzuki have been continuously evolving our marketing initiatives to target our core audience more effectively. The association of Maruti Suzuki with the property is an apt fit with our consumers who are individualistic, experimental and like to challenge themselves.”

Viacom18, Colors Hindi mass entertainment chief content officer Manisha Sharma said, “Dance Deewane and the contestants’ deewangi has been taking the nation by storm for the last two seasons and we are excited to be back. It is one of its kind property that not only celebrates dance but also salutes the passion that the three different generations showcase. While we are elated to have Madhuri Dixit and Tushar Kalia back on the judge's panel, we also have Dharmesh Yelande joining them and the very talented Raghav Jugal taking forward the mantle as the host. With a renewed energy and core thought- Waqt Ko Nachayenge, Dance Machayenge, we are looking forward to this new endeavour.”

To maximise the reach of the proposition of the show, Waqt Ko Nachayenge, Dance Machayenge, Colors has planned a heavy burst of promos airing across the network and non-network channels in Hindi news, Hindi movies, Hindi music, kids, and regional genres. The campaign will witness ads in the top publications in key Hindi speaking markets - Delhi, Mumbai, UP, MP, Maharashtra, Gujarat and Punjab. An impactful out of home plan in Mumbai and Delhi will showcase Madhuri Dixit Nene, Tushar Kalia, Dharmesh Yelande, and Raghav Juyal.

To further amplify the buzz, a memorable Colors Golden Petal Club live virtual event will engage digital audiences and a high reach digital plan will be deployed to further add to the reach of the campaign. On the digital front, a Dance Deewane challenge will be executed on social media along with a Dancethon on the launch day of the show. Apart from this, an AR filter of Madhuri Dixit has been created to enhance the user experience.

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