Top Story


Home >> Industry Briefing >> Article

Colors amplifies the Jhalak Dikhhla Jaa mania

Font Size   16
Colors amplifies the Jhalak Dikhhla Jaa mania

Colors has announced the launch of an online game, allowing viewers to be a part of the dance reality show, ‘Jhalak Dikhhla Jaa’. Exploring newer digital avenues to enhance the dance mania, this initiative allows fans to partake in the ‘Jhalak Dikhhla Jaa’ experience online. Designed by BBC Worldwide Productions India, this online game takes fans on a whirlwind ride while allowing them to learn and experience different dance forms.

Commenting on the launch of the game, Vivek Srivastav, Digital Head, Colors, said, “‘Jhalak Dikhhla Jaa’ on Colors has witnessed an exciting journey that with multiple twists and turns has grabbed the attention of more than 100 million viewers and at 5.3 TVR this week, it’s the No. 1 reality show in the country. With the ‘Jhalak Dikhhla Jaa’ game, we aim to connect with our strong online fan base which elevates the show to a higher mass platform.”

“We have been successful in extending the ‘Jhalak Dikhhla Jaa’ and Colors brands into newer mediums with not only the mobile application, but also with this new interactive game, which gives fans and social gamers a platform to live like a celebrity and have a true Jhalak experience,” he added.

The mobile and Internet-based game has features that allow people to not only choose a professional dancer, but also empowers users to create a customised dance routine with the option of adapting Indian choreographer Salman Yusuf Khan as an avatar. The dance moves showcased on the game have been designed and choreographed by US Champion, Kym Johnson. As the player progress in the game, with each level, newer dance moves, costumes, music and more are unlocked to amplify the overall experience of dance and ‘Jhalak Dikhhla Jaa’.

Elaborating on extending the ‘Jhalak Dikhhla Jaa’ experience across digital platforms, Myleeta Aga, General Manager & Creative Head, BBC Worldwide Productions India, said, “We are very excited to explore newer avenues in the digital media space and bringing the television experience of ‘Jhalak Dikhhla Jaa’ to the virtual world. The game, with its signature ‘Jhalak Dikhhla Jaa’ touch, allows fans, viewers and users to feel the adrenalin that comes with being a part of this larger than life show.”


Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Conceptualised and executed by WATConsult, the campaign focuses on how Lotus Make-up is an enabler for women from various walks of life

iProspect released the third annual 2018 Future Focus Whitepaper geared to examine how machines and technology will impact marketing and advertising in the year ahead

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO