Milestone Brandcom executes campaign for Jhalak Dikhhla Jaa

20 Jun,2012

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.

 

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