As the world goes digital, brands across all domains are taking cognitive and innovative steps to build their campaigns and revolutionize the marketing space. Taking a pioneering step in this direction, Hindi General Entertainment channel COLORS has developed an immersive, multi-channel, multi-platform digital and marketing campaign specially curated for its new children’s dance reality show Dance Deewane Juniors. The show will premiere on April 23, 2022 at 9 p.m. and will feature Neetu Kapoor, Nora Fatehi and Marzi Pestonji as judges while Karan Kundrra will host. Following the huge success of the Dance Deewane franchise, the show will now open its doors to young dance stars across the country aged 4-14.
Restoring the promise of Deewangi More’s show, Dance Hardcore, the channel has taken various steps to expand deewangi for dance to its viewers and conduct business in various markets supported by high-end technology. COLORS aims to maximize the reach of the show by allowing viewers to interact with the judges and host through augmented reality, virtual integrations and on-site activations prior to launch. Further strengthening its digital universe, the channel became the first mainstream entertainment channel to enter the metaverse for the show’s promotions.
Speaking about the campaign, Sapangeet Rajwant, Head of Marketing and Digital, Hindi Mass Entertainment, Viacom 18 said, “The marketing space has seen a dynamic and unprecedented change in the recent past, the ‘digital first” becoming the new mantra. Advancements in technology have allowed brands to connect and communicate with our viewers across the country in real time, improving their reach. At COLORS we have always been at the forefront of innovating and exploiting new avenues to get our message across and with Dance Deewane Juniors we intended to design to build an immersive ecosystem in online and offline media. Along with several other innovations, we’ve set foot in the metaverse arena for the first time by creating various virtual and experience-based touchpoints. We mounted our campaign to rekindle the joy and excitement among the public.
Metaverse – Dance Deewane Juniors is the first non-fiction show in India to have its metaverse. By clicking on the link https://ddj.v-verse.space/ the public can take a virtual tour by entering the great Metaverse Pathway. Before entering the metaverse, users can choose their avatar and engage and experience various activities while in the chosen avatar. They can also experience the scale of the scene in a virtual format and participate in various activities like a photo booth, play zone, dance masterclass, and watch backstage performances in the Metaverse.
AR Dance With Nora Challenge – Viewers in major markets had the opportunity to shake their leg with judge Nora Fatehi using augmented reality. Nora was seen teaching the dance moves to her popular tracks including the title track DDJ to the contestants, followed by a dance battle between her and the contestants. Participants also received short videos of the activity to share and promote on social media. In some markets, viewers were also treated to a sweet surprise with host Karan Kundrra interacting virtually live with attendees.
On the Ground – #KidsTakeOver- In keeping with the theme of the show, various children took to the streets of Mumbai and presented their deewangi for the dance. Unsuspecting passers-by in Carter Road were delighted to see a dance flash mob of children who set the promenade ablaze with their hardcore dancing skills to the title track of Dance Deewane Juniors. This crowd of kids then moved on to Infinity Malad for another eye-catching performance. They have also been spotted on various radio stations showing off their passion for dancing. The activity will be amplified on different platforms.
#NachoHardcoreChallenge for COLORS Golden Petal Club Members – COLORS also gave a platform for children of COLORS Golden Petal Club (CGPC) members in select cities to showcase their Deewangi for Dance and win prizes. A fun night with a dance competition for children and engagement games for their parents was organized in Kanpur, Lucknow, Agra, Varanasi and Dehradun. Host Karan Kundrra also visited one of these markets to add to the excitement.
Digital and Influencer Awareness – Top Influencer Sonali Bhadauria, Melvin Louis, Aakriti Sharma, Vedika Agarwal joined judges Nora Fatehi, Marzi Pestonji and host Karan Kundra to dance to the Dance Deewane Juniors hook step. A paid digital plan has been implemented on Facebook and Hotstar with spots in IPL matches as well as mid-rolls on Jio, YouTube and Voot. Apart from that, interesting content around the show will be posted on COLORS social media using baby filter, urban dictionary, comic style and reels.
Traditional Media – A robust promotional campaign was also planned on platforms such as TV, print, outdoor, radio, digital and social media.
Get ready for an exhilarating run of fun with ‘Dance Deewane Juniors’ starting April 23 every Saturday and Sunday at 9pm, only on COLORS!
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