Colors to revitalize the weekend slot with Jhalak V

Colors is all set to create waves as it airs the fifth season of the famous dance reality show Jhalak Dikhhla Jaa.  Colors has always been known for its innovative programming and it has extended the same touch to the show as Jhalak Dikhhla Jaa proves to audiences that the key to discovery is Stepping out.

 

COLORS for the first-time-ever steps out of national and international boundaries and brings together a line-up of 13 celebrity contestants from different walks of life being teamed with choreographers. Jhalak Dikhhla Jaa which will air in the weekend slot has some interesting innovations lined up for audiences. The jury has a new addition this season as the ever graceful actress Madhuri Dixit and ace choreographer Remo D’souza will be accompanied by entertainment king Karan Johar in the judging process.

 

On being a part of the show, Karan Johar said that he loved the format of the show and is extremely excited to be a part of it. Karan who is currently shooting for his film ‘Student of the Year’ said that he would focus on the presentation and the concept of the performances while judging. Madhuri Dixit, who believes that anybody can dance, would be judging the contestants on their expressions and gracefulness. As this season of Jhalak Dikhhla Jaa is all about stepping out of comfort zones and exploring newer avenues, Madhuri Dixit has also stepped out of her comfort zone as she has recorded a song for the show. Madhuri said that the song is a gift to the fans of Jhalak for all the love and support that they have extended to the show. Remo D’souza will not only judge the contestants but will also mentor them and he would concentrate on the growth of the contestants.

 

A special inclusion this season is Madhuri Dixit’s Step of the Week’ where the dancing diva will groove to international dance forms including cha-cha-cha, salsa, samba etc.  The new season will witness some never-seen-before themes that will raise the entertainment quotient especially with concepts like dancing to a live band, paying tribute to 100 years of Indian cinema, and getting paired up for performances with international Dancing with the Stars winners, thus making innovation the forte of Jhalak Dikhhla Jaa Season 5.

 

Talking about the show, Raj Nayak, CEO – COLORS, said, “Staying true to our philosophy of cohesive viewing for the entire family, COLORS is proud to present its newest flagship property, Jhalak Dikhhla Jaa. Bringing together an eclectic mix of contestants who will STEP AWAY from their clichés to transform themselves, the show will strike a chord with both – viewers and sponsors.”  

 

Speaking on the timeslot, he further elaborated, “We already have a strong weekday line-up which garners good numbers and now with Jhalak Dikhhla Jaa, we are looking forward to further strengthen our position over the weekend.”

 

Cadbury Bournvita is the title sponsor for the show which will be powered by Streax Hair Color. The associate sponsors include Tata Magic Iris, Samsung Mobile, Parryware and Johnson & Johnson’s Clean & Clear.

 

The celebrity contestants on the show will be seen dancing to various dance forms right from salsa to bhangra and even Lavani. The contestants who will stun the nation by their dancing talent are Sanath Jayasuriya (with choreographer Suchitra), Darsheel Safari ( with Avneet Kaur),Ravi Kishan (with Kunjan), Talat Aziz (with Ankita Maity), Pratyusha Banerjee (with  Deepak) , Giaa Manek (with Nishant Bhat), Gurmeet Choudhary (with Shampa Sonathalia), Bharti Singh (with Savio Barnes), Isha Sharvani (with Salman) ,Shibani Dandekar (with Punit), Archna Vijaya (with Sanam Johar)and Jayati Bhatia (with Diwakar). There will also be a 13th contestant whose identity will be revealed at the time of the launch. Ragini Khanna and Manish Paul will host the show.

 

Jhalak Dikhhla Jaa is a unique reality -based dance format show, produced by BBC Worldwide Entertainment. Its international format Dancing with the Stars – is viewed by over ½ billion people worldwide.

 

Elaborating on the format of this season of Jhalak Dikhhla Jaa, Myleeta Aga- General Manager and Creative Head of BBC Worldwide Productions India, said, “Since the adaptation of BBC’s international hit format Dancing with the Stars appeared on Indian screens, Jhalak Dikhhla Jaa has grown to become one of the most popular reality dance shows on television in the country. Jhalak Dikhhla Jaa promises to take the format to a new level of entertainment from the previous seasons and it has been a pleasure working closely with COLORS to ensure this season is a success.”

 

She also added that the new season will be extensively remodelled from the international version to appeal to the countries viewers. Shedding light on this, she said that the dances will be more exuberant than on its sister programmes around the world, and most importantly they will feature India’s cultural breadth and depth through different dance forms.

 

Talking about the show, Manisha Sharma – Weekend Programming Head, COLORS, said, “This season of Jhalak Dikhhla Jaa, is all about STEPPING OUT from the routine and nurturing the passion for dance. Some of the best feet have come walking into our show to connect with the audiences on a different level – introducing the person behind the real star. With the trinity of judges –  Madhuri Dixit-Nene, Karan Johar, and Remo D’souza – on board to mentor and encourage the contestants, audiences will be able to catch their favourite celebrities shed their inhibitions and dance with their hearts to provide unlimited entertainment.” Raj Nayak added that Manisha has played a lion’s share in bringing out the show.

 

COLORS is promoting the show through a 360-degree integrated marketing campaign which incorporates print, television, outdoor and radio tie-ups that will help reach out to the target audiences effectively while keeping them engaged at all times.

 

Elaborating on the marketing initiatives, Rajesh Iyer-Marketing Head, Colors said,” Jhalak Dikhhla Jaa is one of the biggest properties. We are looking at 2,000 plus GRPs on our own network. We are also using the outdoor medium in a big way. Radio is a mass platform and we are banking on it too. We are doing a road block on Radio Mirchi with exclusive Jhalak dance numbers.”

 

Talking about the social media activation, he said, “We are heavily using social media like Facebook, YouTube and Google. A mobile application will also be launched.” Rajesh Iyer exclaimed that they have done everything that would fit in with the brand and the content.

 

Raj Nayak said, “We have left no stone unturned in promoting the show. The stars that we have are also brilliant in their own fields. We have large expectations from the show and believe it will add to our ratings.” | By Aditi Popat [aditi(at)adgully.com]