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Zee’s new media push for ‘Dance India Dance - 3’

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Zee’s new media push for ‘Dance India Dance - 3’

Zee TV is all set to premiere the third season of its dance reality show ‘Dance India Dance’ on Saturday, December 24, 2011 at 8.30 pm.

The channel has chalked out a 360-degree marketing campaign across all mediums for this property, which will also see hoardings and interesting cut-outs of the dancers being set up across all key cities of India.

Elaborating on the marketing strategies, Akash Chawla, Head – Marketing, National Channels, Zee Entertainment Enterprises Ltd, said, “We are strongly focusing on new media for our marketing. We are undertaking various on-ground activities, and with Christmas and New Year round the corner, we are going to do a lot of innovative marketing. We will start with a mobile campaign in the next three days. There will be innovative mobile van activations, flash mobs at railway and bus stations, catchy dance-related one-liners and phrases that would adorn autorickshaws in many cities. Apart from these, theaters, multiplexes and malls in all major cities will have attention grabbing ‘Dance India Dance’ branding to create buzz about the show.”

Meanwhile, Zee is also launching a new fiction show, ‘Afsar Bitiya’, which goes on air from December 19, 2011 and will air from Monday to Friday. This among the crop of new shows that the channel has plans to launch in the near future.

Chawla divulged, “Our focus is going to be on increasing our prime time shows. With the New Year coming, we will have different shows with different concepts.” Taking forward this move, Zee launched ‘Hitler Didi’ not so long ago, which Chawla claimed, “is a very different show and is currently doing very well”. “We will focus on fiction shows,” he added.

Seasons 1 and 2 of ‘Dance India Dance’ showcased the talent that was there among youngsters from small towns, who went on to enthrall the viewers with their dance moves.


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