MxMIndia

Tag: Jhalak Dikhhla Jaa

  • India to be the first country in the world to launch the app

    BBC partners with Colors to unveil popular mobile game

    By A Correspondent

     

    To celebrate the new season of Jhalak Dikhhla Jaa, the Indian version of the popular BBC property ‘Dancing with the Stars’, BBC Worldwide and Colors have partnered with games developer Exient Limited, to create Jhalak Dikhhla Jaa: The Official Game for mobile platforms in India.

     

    India is the first country in the world to be able to have access to the app that will bring the spectacle, drama and pure joy that is a night of glam and glitz in the palm of users’ hands. It will be available to the rest of the world in September 2016.

     

    The game allows fans to play as their own celebrity, inhabiting the glamorous celebrity world of the television show. Combining popular match-3 gameplay with popular elements of the show, Jhalak Dikhhla Jaa: The Official Game will give fans the game experience of seeing if they have what it takes to win the coveted in-game Glitterball trophy.

     

    Commenting on the launch of the game, Raj Nayak, CEO – Colors said: “Together Colors and BBC Worldwide have come up with a special something for the ardent fans of Jhalak Dikhhla Jaa, which is an incredible way to indulge in dance beyond just watching the show. It’s already the number one App on the IOS platform and we are thrilled that people are already hooked on to it.  It’s a fun app which will allow the player to participate in the show virtually, dress up to hit the stage, get scores from the judges and chase the glitter ball trophy. Jhalak Dikhhla Jaa has been one of our most entertaining properties and we are glad to be able to engage the viewers through the new media platforms.”

     

    Myleeta Aga, SVP and GM of BBC Worldwide, India, added: “We’ve been producing Jhalak for nine seasons now, and seen it grow from strength to strength each season. We are very pleased that India’s passionate fans will be the first in the world to have access to the exciting and entertaining Jhalak Dikhhla Jaamobile game.”

     

    Dave Hawkins, CEO Exient, commented: “We’re extremely excited and honoured to be a part of the massive success story that is Jhalak Dikhhla Jaa and our partnership with BBC Worldwide has resulted in a game that will break new boundaries.”

     

    The game is available on both iOS and Android devices and can be downloaded free from the App Store and Google Play store.

     

  • Q&A with Vivek Srivastava, Digital Head of Colors, on the online strategy for the 'Jhalak Dikhhla Jaa'

    Jaldi 5 with Vivek Srivastava, Digital Head, Colors: Jhalak online pageviews will double this year

    There’s more to the new season of Jhalak Dikhhla Jaa, the Indian version of the BBC show Strictly Come Dancing, than just the airing on Colors from June 1. The channel has planned an online offensive that will not just extend the on-air excitement, but also engage internet users with the show and its stars. MxMIndia posed a few questions at Vivek Srivastava, Digital Head of Colors, to get a sneak peek.

     

    01. We’ve been hearing about the various online activities that you are doing for Jhalak. How critical is online for the promotion of a television programme? Or are you looking at attracting an entire set of people online who may not necessarily watch it on telly?

    Digital is a critical part of our promotion strategy. This year, we are taking the brand Jhalak and our promise to make Non-Dancers dance to the next level. Throughout the season,  we will release one dance tutorial every day for our viewers. This will be from different dance forms , for example, Seven Steps salsa etc. These videos will be released every week on our website, Jhalak app and social media. To make this more exciting we have tied up with Dancewithmadhuri.com – Madhuri Dixit’s online dance academy. Viewers can now learn, practise and upload their videos. Madhuri Dixit will herself select the winners and one lucky winner will get a chance to dance with Diva herself.

     

    Apart from this, we are also launching a microsite for Jhalak and soon we would also be launching a Jhalak app. Also, there will be lots of action happening on the day of the launch – June 1, as viewers will get a chance to come face-to-face with Madhuri on our website and Facebook page at 11:30am. In the afternoon (3pm), we have a 20-min web premiere on YouTube.

     

    02. Some of the content that you have on the internet requires fast broadband speeds, which is a reality only with people in offices… at least in India. What were the numbers like last year, and what do you expect it to be this year?

    Connectivity has been improving –  Smartphone/tablet penetration, 3G and access to Internet has gone up significantly in the last few years. We did 100 million pageviews on our website last year. We are looking at doubling these numbers this year.

     

    03. In terms of audiences, how many of them from India and abroad? And in India, where are the people coming from? Could you share some of these statistics?

    At over all level approx 30 percent of our consumption is from outside India. In India, the consumption is across states and towns the Tier 2 however are slowly gaining in numbers and we expect them to be a sizable number this year.

     

    04. In terms of revenues, are you going to be having the same set of sponsors, or will your digital presence have an all-new sponsor set?

    The on-air title sponsors will get preference since they have a existing association. However, we do approach a larger set for digital sponsorship.

     

    05. Until last year the TV show (JDJ) winners were decided by votes received via phone (smses). Will this year’s edition be factoring in votes received via the app?

    A JDJ viewer has the option of voting through sms and the website, last year too, the SMS voting option was incorporated in the JDJ app. We will have the same option this year as well.

     

  • From stars to ordinary folks, the small screen is the battleground for the wars of the dance shows. And channels are putting their best foot forward

    Channels step up the battle on the dance floor

     

    By Meghna Sharma

     

    For a nation that thrives on jigging and jiving in filmland, it is not surprising that dance shows are a hit. Starting with the longest running, Boogie Woogie, a number of other dance reality shows have made their mark on Indian television, and their popularity seems undiminished.

     

    Priti Murthy

    Although most shows are Indian versions of successful Western formats, they have been able to garner a strong following. What is about these shows that make them click with people? Priti Murthy, National Director – Insights at Maxus, tips her hat to the film industry. “Thanks to Bollywood, there is a big dance and music consumption in the country. And as a genre too, it has done well – nationally and internationally. Also, as a format it appeals to the whole family. Thus, such shows are bound to do well.”

     

     

    Ajay Bhalwankar

    “Dance spreads joy. It’s a beautiful medium of expression. People emotionally connect with the contestants as they become stories of common man becoming a superstar,” says Ajay Bhalwankar, Content Head, Hindi GEC, ZEEL.

     

    Zenith Optimedia’s managing partner Sanjoy Chakrabarty says, “There is a high level of involvement and engagement value is high too as people start liking a certain participant, vote of him/her. Also, they are on TV for a short period of time unlike daily soaps which go on and on. Hence, people like to watch them, no matter if celebrity or non-celebrity are participating.”

     

    Sanjoy Chakrabarty

    Color’s flagship show Jhalak Dikhhla Jaa has always improved the channel’s ratings among the GECs. “Viewers always look out for something fresh and entertaining and dance reality shows provide them the same. The kind of experiment one does with dance forms and shows make them really exciting and refreshing. Like on our show Jhalak Dikhlaa Jaa, viewers get to see a different side of celebrities that appeals to them. It is a show where dancers and non-dancers perform and entertain audiences on the same platform,” says Manisha Sharma, Weekend Programming Head, Colors.

     

     

    Manisha Sharma

    Star’s Nach Baliye finished its fifth season early this year and the channel has launched another show – India’s Dancing Superstar. While Nach Baliye has celebrity couples, the latest entry onto the bandwagon provides platform to dancers wherein there is no barrier of age, dance form or style. “We are extremely happy that within its launch week, India’s Dancing Superstar has emerged as the number one non-fiction show on television,” says Nikhil Madhok, VP marketing, Star Plus.

     

     

     

    Nikhil Madhok

    Same style, new twist

    Season after season, shows have been received well by the audiences, making channels very happy to reinvent their offerings every year to stay ahead of one another. “We will retain the format of original DID and instead of having just extraordinary dancers, this edition of DID will have extraordinary moms showing off their extraordinary dancing prowess which will shock and surprise the viewers. The biggest USP of DID SuperMoms is that it’s for the mothers. It’s for those women who don’t believe that marriage and kids are a barrier between them and their dreams. It will be the mother of all dance shows,” says Mr Bhalwankar when asked what will be the USP of DID this year.

     

    Jhalak Dikhhla Jaa has a new theme this year – Dance Ka Maza Ab Hum Chakhaenge. “Every year we try to do something different with our flagship dance reality show Jhalak Dikhhla Jaa. We have had a different line up of celebrities every season from all walks of life which adds a new flavour to the show. Like last season we had a sportsperson like Sanath Jayasuriya to a comedian Bharti Singh and this year we are bringing in Bollywood actors like Aarti Chhabria to singer Shaan,” says Ms Sharma.

     

    With the show the channel attempts to remain engaged with the audiences with new elements and constant innovation every season. This new season will also see an interesting line of up rounds as the season progresses and wild card entries with new twists and turns. “We have upped the challenge and raised the bar this year. It will definitely be bigger and better this year,” Ms Sharma adds.

     

    However, the question remains – is it necessary for such shows to invent themselves? According to Ms Murthy, dance and music shows have become a staple diet for Indians and reinventing shows by focusing on moms or kids in a particular season only adds to it as they target the whole family. “If a format has clicked with the people then such reinventions only add more value to them.”

     

    Similarly, Mr Chakrabarty feels it is important for such shows to reinvent themselves as the element of surprise is always good. “One has to keep taking it to the next level,” he adds.

     

    Dance to the marketing mix

    Although the shows are popular and get a lot of eyeballs to the channels, the channels don’t leave any stone unturned in marketing them to stay ahead of each other.

     

    For IDS’s launch Star’s marketing highlight was a massive on ground engagement during the audition phase. According to the channel, it helped in building traction for the show even before the first episode was shot. “We will be using digital in a big way through the show. Already the Chavat Boyz who featured in our first episode have started creating a cult following on digital for their innovative dance style,” says Mr Madhok.

     

    Colors on the other hand plans to go all out with a mix of TV (Home Channel + Cross channel), Radio, Print, Outdoor, Cinema and Digital for JDJ.

     

  • Dance reality show gets viewers to put on their dancing shoes through an online game

    Colors launches Jhalak Dikhhla Jaa online game

    By A Correspondent

     

    General entertainment channel Colors announced the launch of a first-of-its kind online game allowing viewers to be a part of the popular dance reality show, Jhalak Dikhhla Jaa. Exploring digital avenues to enhance the popularity of the show, the initiative allows fans to partake in the Jhalak Dikhhla Jaa experience online. Designed by BBC Worldwide Productions India, the game takes fans on a whirlwind ride while allowing them to learn and experience different dance forms that makes the show a hit among audiences.

     

    Commenting on the launch of the game, Vivek Srivastav, Digital Head – COLORS said, “With the Jhalak Dikhhla Jaa game, we aim to connect with our strong online fan base which elevates the show to a higher mass platform. The more virtual formats we explore, the more it enables us to tap newer audiences across the world.”

     

    Elaborating about extending the Jhalak Dikhhla Jaa experience across digital platforms, Myleeta Aga, General Manager & Creative Head – BBC Worldwide Productions India, said, “We are very excited to explore newer avenues in the digital media space and bringing the television experience of Jhalak Dikhhla Jaa to the virtual world. We believe that with the launch of this game, the overall experience will create an addiction among the Jhalak Dikhhla Jaa fans and dance lovers.”  The game can be accessed at http://colors.in.com/in/jhalak-dikhhla-jaa.

     

  • Milestone Brandcom brings the glitz and glamour from Jhalak Dikhhla Jaa out on the streets

    Milestone Brandcom executes campaign for Jhalak Dikhhla Jaa

    By A Correspondent

     

    Milestone Brandcom has brought out the glitz, glamour, magic & star power straight from the sets of Jhalak Dikhhla Jaa out onto the city streets.

     

    Jhalak Dikhhla Jaa is the Indian version of BBC’s Strictly Come Dancing and ABC’s Dancing with the Stars that went on air on June 16. The dazzling launch was supported by an extensive OOH coverage in over 22 cities across a wide array of 1,500 high impact media touch points; coupled with a mixed bag of innovative ideas that have been conceptualized and implemented by Milestone Brandcom along traditional and unconventional media mix generated the desired buzz and hype around the launch of the show.

     

    This is the first time that Colors is broadcasting this famous international format. The show brings together 12 celebrities along with one common man who will compete with each other along with their choreographer partners for the title. These 13 pairs will be judged by 3 celebrity judges – Madhuri Dixit, Karan Johar & Remo D’souza.

     

    The media mandate / communication objective to Milestone Brandcom was to bring out the spectacular extravaganza from the show, live on OOH. The core communication objective was to create intrigue for the upcoming show and to build salience for the brand and maximize impact through high visibility, scale and innovation.

     

    The main media objective was to drive tune ins for the channel thereby increasing TRPs.

    To ensure the right audiences were reached, a high intensity OOH plan was executed across the key target markets – Mumbai, Delhi, UP, Gujarat, MP, Maharashtra and Rajasthan across mass media touch points varying from billboards, bus shelters, metro signages, pillars, bus panels, lift branding, station branding and utilities. The viewers were intrigued at every OOH transit point with thrilling visuals of the judges.

     

    The 2 innovations executed for the show were conceptualized around the “disco ball” element that relates directly to dance; were a perfect brand fit for the show. The first was a Gigantic Disco ball at Mahim causeway. The disco ball, sparkling through the night was set up on a rotating disc. It was visible from a distance of over 500 metres and ensured that every passerby stopped & glanced at it. The second execution at Juhu, Tulip star junction was that of a “shiny disco ball.” The hoarding was lit from various points & it appeared as if the disco ball was glistening in the night.

     

    Commenting on the campaign Rajesh Iyer, Head Marketing, COLORS said: “Since this was the first season of Jhalak Dikhhla Jaa on Colors, we had a dual task in hand – to communicate the launch of the show along with building recall for the time slot and the channel. Along with Milestone Brandcom, we developed an idea of using the “disco ball” imagery through-out the campaign to bring out the essence and star power of the show. Due to the awareness created by this innovative and creative OOH campaign, Jhalak Dikhhla Jaa has stood out distinctly and created excitement. This concept has helped us in creating buzz for the show and certainly created the desired impact.”

     

    “We tried to being out the action from the sets of the show out onto the OOH campaign. In order to complement the exuberance of the show it was essential to build presence along every key arterial route and important transit junction in the key markets and that is exactly what we delivered,” said Hanoz Patel, Founder Member & Managing Partner, Milestone Brandcom.