High Fives for DID

24 Jun,2015

Megastar ​Mithun Chakravarty and Zee TV Business Head Pradeep Hejmadi (extreme right) at a DID unveiling event in Mumbai


By Dyanne Coelho


The popular dance reality show on Zee TV, ‘Dance India Dance (DID)’is back after two long years with Season Five. The acclaimed show promises a brand new format featuring a fresh line-up of masters. “The new season will see new challenges and head to head combating between contestants. Besides, the masters are also of the younger generation who can choreograph, motivate and push talent into the industry,” Pradeep Hejmadi, Zee Business Head said.


The panel of masters includes Mudassar Khan, the man behind the dance hits, HumkaPeeni Hai (Dabangg), Dhinka Chika (Ready) and Party All Night (Boss), Gaiti Siddiqui from the choreographer duo of Uma-Gaiti, known especially for the Sunny Leone hit Baby Doll, and Punit Pathak, who was first seen as a contestant on Season Two, then progressed to being a choreographer on the next season and now has returned as master on Season Five.


The masters will mentor a group of contestants in this 15-week season of Dance India Dance, where they will run the contestants through rigorous training, workshops and choreography. Megastar Mithun Chakravarty will play Grandmaster and will act as a guide to the contestants. Jay Bhanushali returns on Season Five as host.


The scout for talent began earlier this year across 17 cities in India, including Mumbai, Delhi, Indore, Ranchi, Guwahati, Raipur, Siliguri, Chandigarh, Dehradun, Bhubaneshwar, Jaipur, Patna, Lucknow, Kolkata, Bengaluru, Nagpur and Vadodara. “Dance is like a form of prayer. And we like to give new talent a try always,” Chakravarty said.


Akash Chawla, Business Head, Zee’s Creative and Production Studio, Essel Vision Productions Ltd said, “Season Five brings along with it a host of different dance styles and explores a new format, where contestants challenge each other on a battleground of dance.”


While DID is an iconic show for not just Zee TV but Indian entertainment television as a whole, the question about what happens once it comes to an end looms high. “At Zee our consumers range from little toddlers to retired people. DID speaks to the demographic between 15 to 34 years of age. We also have DID Super Moms that reaches out to the older generation. There are other non-fiction formats which we have which connect with different segments. So we will create a new celebration of talent, a new texture of programming, and that’s how we will celebrate the brand,” Hejmadi says.


From the marketing standpoint, Sorbojeet Chatterjee, Senior VP Marketing, Hindi GEC, ZEEL says, “DID gets a very high youth audience onto the channel, and we evolve as they evolve. So we focus on digital marketing a great deal. We have a 360-degree marketing strategy, but we have a lot of focus on digital. Our spends on digital are between 15 to 20 percent of the total marketing budget.”


While a lot of other reality shows focus on the celeb star judges, DID is a show whose focus is on making a star. That’s the critical difference between DID and other shows, Chawla explains.


The much-awaited Season Five of DID goes on air on Saturday, June 27 at 9pm on Zee TV.


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