Top Story


Home >> Media - TV >> Article

Zee to dance its way into Guinness Records

Font Size   16
Zee to dance its way into Guinness Records

Team ‘Dance India Dance’, the dance reality show on Zee TV, is prepping up to assemble the largest gathering of dance fanatics to spin and twist under the same roof on March 1, 2012. In order to break the Guinness World Record, the crowd assembled will have to dance on a Bollywood number for a minimum duration of three minutes. The aim is to break the existing record of 1,336 people gathered at one place gyrating to Bollywood numbers, currently held by Master Terence Lewis, mentor of ‘Dance India Dance’ Season 3. The event will take place in Mumbai at Somaiya College Grounds (Ghatkopar East). Called the ‘Biggest Bollywood Dance’, this Danceathon is open for all ages.

Through the Danceathon, Zee plans to reach out to a larger audience base. All schools, colleges, dance academies in Mumbai have been invited to participate in this biggest dance platform. Announcements have been made on air as well as on various digital platforms ( and Dance enthusiasts from across cities can go to Mumbai to participate in this event, and Zee will sponsor their train/ bus tickets. The event will be telecast on Zee TV on March 10.

‘Dance India Dance’ has been exploring unique initiatives on a large scale to build its brand equity. Be it the grand carnival in Mumbai during ‘Dance India Dance’ Season 2 or the unique ‘Dance Mobs’ that were conducted in malls, multiplexes, railway stations and streets of Mumbai and Delhi during the launch of ‘Dance India Dance’ Season 3 or the recent licensing and merchandising deal that the show has done with Reebok to further popularise the brand with an exclusive ‘Dance India Dance’ clothing line available at Reebok stores across India.

Masters Remo D’Souza, Geeta Kapur and Terence Lewis will shoulder the responsibility of choreographing the event. The set choreography will be put up in a video format on Facebook, YouTube and the ‘Dance India Dance’ website for people to learn it in advance.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business