Cadbury Bournvita returns as presenting sponsors for fourth year in a row for the celebrity dance reality show
BestMediaInfo Bureau | Mumbai | July 6, 2015
Colors is all set to premiere the latest edition of its celebrity dance reality show, ‘Jhalak Dikhhla Jaa’ on July 11, 2015. Produced by BBC Worldwide, ‘Jhalak Dikhhla Jaa Reloaded’ will air every Saturday and Sunday at 9 pm.
As announced earlier, Shahid Kapoor replaces Madhuri Dixit-Nene as judge on the show for this season. He joins Karan Johar. They are joined by dance gurus Ganesh Hegde and Lauren Gottleib, who will oversee the technical aspects of dance. The show will be hosted by Manish Paul.
Raj Nayak, CEO, Colors, commented, “This year, ‘Jhalak Dikhhla Jaa Reloaded’ is going to pump up the degree of oomph and entertainment to make for an engaging watch. A fresh panel of judges, including Shahid Kapoor, Ganesh Hegde and Lauren Gottleib and the veteran Karan Johar, a wide range of interactive elements, and an all-new level of funk and attitude will create an unparalleled viewing proposition for the viewers. With a treasure trove of surprises accosting viewers at every juncture, ‘Jhalak Dikhhla Jaa Reloaded’, with its opulence, will be a dance bonanza unlike any other.”
He further said, “As we launch ‘Jhalak Dikhhla Jaa Reloaded’, we are proud to associate with Cadbury Bournvita as presenting sponsors for the fourth year in a row. It is their continued confidence in brand Colors that has fortified our relationship with them enabling us to create unique integration opportunities connecting with our audiences year-after-year.”
Commenting on the new elements that promise to make this season of ‘Jhalak Dikhhla Jaa’ truly Reloaded, Manisha Sharma, Programming Head, Colors, said, “‘Jhalak Dikhhla Jaa’ has been a pioneer in the dance-based reality show genre and has set exceptional standards for dance, entertainment and engagement. This year, we have tweaked the show at different levels in order to Reload it with entertainment. With an innovative thought and approach, we are putting together an offering which is going to be high on attitude. With Shahid Kapoor, Karan Johar, Lauren Gottleib and Ganesh Hegde approaching dance in a more holistic manner, it’s our endeavour to create a unique brand of entertainment that will set the show apart from its contemporaries.”
A high decibel marketing and digital campaign has been rolled out to promote ‘Jhalak Dikhhla Jaa Reloaded’. The 360-degree integrated marketing campaign will extend across mediums such as print, over six genres of channels, DTH and outdoor. As part of the digital promotion strategy, ‘Jhalak Dikhhla Jaa Reloaded’ will be promoted across social media platforms including Facebook, Twitter, Instagram and YouTube.
Myleeta Aga, SVP and GM, BBC Worldwide, India and Content Head Asia, added here, “We have been overwhelmed by the ever-growing popularity of ‘Jhalak Dikhhla Jaa’ in India and around the world. The Hindi adaptation of the BBC format of ‘Dancing with the Stars’ has been seen in more than 50 countries around the world, and ‘Jhalak’ is one of the most popular versions. This year, we have pushed ourselves further to deliver an even glitzier, exciting, nail-biting show with new elements and fresh faces. We are confident that ‘Jhalak Reloaded’ will again emerge as the most popular dance entertainment programme this year.”