 Zee TV treated its viewers with colorful and in-your-face Flashmobs this Christmas Eve. Calling it ‘Dancemobs’, this smoothly executed out of home activity was used by Zee TV to promote its biggest property, Dance India Dance Season 3. The activity not only generated a huge response from the masses but also garnered a lot of word of mouth publicity for the third Season of the show, that premiered on Saturday, 24th December at 8 30 pm. Time stood still in many parts of Mumbai and Delhi on Friday, Saturday and Sunday (23, 24 and 25th December) as nearly 50/100 people all dressed as collegians, shopkeepers, coolies and local residents suddenly appeared from nowhere and shook a leg to the latest Bollywood chartbusters.
With an aim to create a buzz around the launch of the show, the dancemobs were conducted at various locations like Rajouri Garden market, PVR Anupam (Saket) and PVR Satyam (Janakpuri) in Delhi. Similarly, film buffs at Cinemax Andheri and PVR Phoenix Mall, Lower Parel in Mumbai were treated to stunning dancemob performances through the day on 23rd Dec (Friday). A similar activity was conducted on Saturday, 24th December at Churchgate station, Fashion Street and Flore, Fountain areas of south Mumbai. Thousands of commuters present at the stations and these market areas stopped in their tracks to see hordes of dancers grooving to the DID title track and other popular Bollywood numbers. The performances were a choreographed routine of different dance moves to a medley of various genres of music followed by the very catchy DID title track. The dancers also went up to the crowds gathered and encouraged those to join them and do the signature DID step. The dancemob was an initiative that was a part of the 360 degree marketing campaign that the channel had planned during the launch phase of the show.
An onlooker at Mumbai’s Cinemax PVR said, “The flash mob was carried out in a very unique fashion. I had come here to see the movie DON 2 and I was totally taken aback during the interval break. A bunch of fabulous dancers entered from both the doors of the movie hall and took charge of the space right in front of the movie screen. They livened up the hall with some spectacular performances. The sudden loud music and cheers caught most movie goers by surprise as they stood still and watched the performance that was followed by the Dance India Dance promo. Before anyone could blink an eye, the number of dancers joining the group kept increasing. The presentation reached a crescendo when the popular Dance India Dance title track, which has become an anthem for all dance enthusiasts, was played. The energetic dancers in the dancemob took everyone by surprise as they performed the high voltage act and disappeared after making an impact.”
Zee Marketing Head- National Channels, Akash Chawla said, “As per our research, DID connects with audiences across ages and is driven by the youth TG. Also, it’s that time of the year when a lot of people are out shopping or partying. Hence, it becomes easier for us to reach out to more number of people at one go. The highest recall value of a thing is when it happens by surprise. Besides this, tapping the new media in a big way, the Dancemob videos will be uploaded on various social networking sites as well which will help us to further increase our audience base.”
DID Season 1 and DID Season 2 changed the way how dance as an art form was perceived in India. It made superstars out of common people like Salman, Shakti, Dharmesh and Prince amongst many others. The stupendous success of DID ensured a deluge of dance reality shows on other channels but none could match the talent and versatility present on the platform of Dance India Dance. This season the show promises to be bigger and better while setting a new benchmark for all talented dancers. Tune in to catch the dance mania on Dance India Dance 3 every Saturday and Sunday at 8 30 pm, only on Zee TV. Keywords: Zee TV, Dancemobs, Dance India Dance Season 3, Christmas Eve, Cinemax Andheri, PVR Anupam, Akash Chawla, promotion |
