Zee TV launches DID merchandise through The Souled Store

Zee TV has collaborated with popular online retail store The Souled Store to launch exclusive Dance India Dance merchandise. The specially curated range of merchandise includes quirky t-shirts, mugs and badges with popular catchphrases from the show like ‘Kya Baat, Kya Baat, Kya Baat’ and appealing taglines like ‘Put Yourself In My Dancing Shoes’, ‘Soch Less Dance Zyada’.

Zee TV’s DID has successfully established itself as not only one of India’s biggest dance reality shows but an important one. Over the years, having launched various seasons cutting across age groups and demographics, with spin-off franchises like DID L’il Masters and DID Super Moms, this show has run for about eight years.

Deepak Rajadhyaksha

Talking about the channel’s association with The Souled Store, Deepak Rajadhyaksha, Deputy Business Head, Zee TV, said, “Apart from the universal appeal and strong connect, Dance India Dance also serves as a source of inspiration for the huge audience base who have watched it and its various franchises. Introducing specially branded DID merchandise is a conscious attempt to foster this unique bond that the audience shares DID, cementing it with a more emotional connect. We are delighted to partner with The Souled Store for this; they have proven to be experts in the online retail space with quirky product design ideas that appeal to consumers across the country.”

Speaking about partnering with Zee TV, Bhargav Wadekar, Manager, Business Development, The Souled Store, said, “Dance India Dance has become synonymous with dance and has given the art form a whole new definition. It is fresh, unique, and innovative, similar to what we strive to offer our consumers at The Souled Store, India's biggest online brand for official merchandise. We are thrilled to collaborate with Zee TV to introduce this special line of dance-themed DID merchandise, and create a more personal connect with audiences who have watched the show season-after-season.”

The DID collection was launched during the course of Dance India Dance’s telecast on December 16, 2017, through a special performance by the contestants. The collection is now live and is available exclusively on www.thesouledstore.com.

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