Zee TV is all set to return with the 3rd edition of its non-fiction property – ‘DID Super Moms’, which will air every Saturday and Sunday at 9 pm from July 2 onwards.
In the run-up to the launch of ‘DID Super Moms season 3,’ the channel has set out on a promotional blitzkrieg across the country to ensure that the new season creates mass hysteria.
With an aim to salute mothers across India who have always put their family interests before their own but are now finally on their way to give wings to their own dreams, Zee TV conducted several activities across the country.
A social experiment in prominent malls of Mumbai and Ahmedabad asked mothers and their children questions about each other. At the end of this experiment, a touching montage highlighting how our mothers literally live their lives around us and how little we, as their children, know about their personal dreams and aspirations was created.
The core idea was to wake us up to the fact that our mothers have an identity beyond being just our moms and that we need to turn into their biggest cheerleaders and support them in their journeys of reaching out to their goals and aspirations.
Another interesting coup pulled off by the marketing team at Zee TV is a reel put up television actor Rupali Ganguly.
Ganguly turns into a cheerleader for her mother who had auditioned for DID Super Moms in 2013 and every other super mom in the country. Re-living that memory, she danced to the title track of the show. She is seen extending an arm of support to the new batch of Super Moms who are setting out to pursue their own dance passions and carving an identity of their own with the support of their own family sits beautifully in sync with the journey of her popular on-screen character.
This hook step challenge she participated in is called #SuperMomKaSuperStep and it has brought the entire dance influencer community together where children along with their Super Moms are recreating the hook-step that was kickstarted by the judges – Remo D’Souza, Urmila Matondkar, Bhagyashree Dassani and host Jay Bhanushali.
Zee TV also sent DID Super Moms hampers to celebrity moms from different walks of life including Anushka Sharma, Anita Hassanandani, Juhi Parmar, wrestler Babita Phogat, chef Pankaj Bhaduria, singer Neeti Mohan and journalists from the media fraternity.
Apart from saluting their spirit, Zee TV hopes to gives wings to the dreams of moms across India, motivate them to pursue their passions and become Super Moms.
Another interesting layer to this innovative campaign had influencers Bhavin Bhanushali of Mumbai and Yuvraj Dua of Delhi drive people's attention to volunteers lining the streets in both the metros with placards that read – ‘Khana Time Pe Kha Lena Beta’, ‘All The Best, Beta’, ‘Phone Kyun Nahi Uthate Beta?’ indicating the selfless and nurturing attitude of mothers who take care of their family.
A pertinent question was raised where the people of Mumbai, Delhi and Ahmedabad were asked – How many of you ask these very questions to your mother? These posts populated under #JustSuperMomThings urged the people to think more about their mothers, their goals and aspirations and join Zee TV in its journey of celebrating the dreams and passions of India's mothers on DID Super Moms.