Milestone executes a dazzling campaign for Jhalak Dikhhla Jaa!
Milestone Brandcom, a leading and the fastest growing integrated Out-of-Home brand communications agencies in India, brings out the glitz, glamour, magic & star power straight from the sets of Jhalak Dikhhla Jaa out onto the city streets in India.
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, 2012. The dazzling launch was supported by an extensive OOH coverage in over 22+cities across a wide array of 1500 high impact media touch points; coupled with a mixed bag of innovative ideas that have been conceptualized & implemented by Milestone Brandcom along traditional and unconventional media mix generated the desired buzz & 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 highlight of the show is that celebrities from various walks of life (sportsmen, singers, actors etc.) are paired with choreographers wherein each couple competes against the other performing on various genres of dance styles like salsa, bollywood, freestyle etc.
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 & to build salience for the brand and maximize impact through high visibility, scale and innovation. The show airs on weekends - Saturday and Sunday in the prime time slot of 9 PM. The main media objective was to drive tune in’s for the channel thereby increasing TRP’s.
To ensure the right audiences were reached, we executed a high intensity OOH plan across the key target markets –Mumbai, Delhi, UP, Gujarat, MP, Maharashtra & Rajasthan across mass media touch points varying from billboards, bus shelters, metro signages, pillars, bus panels, lift branding, station branding & utilities. The viewers were intrigued at every OOH transit point with thrilling visuals of the Judges – Madhuri, Karan & Remo. The star power & glitz and glamour brought in by Madhuri Dixit, futher complemented to the mass appeal of the show.
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 a key arterial route in Mumbai – 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. The execution was a visual delight for the eyes & ensured that every passerby stopped & glanced at the grandeur that it brought out. 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. Both these executions perfectly brought out the dazzling glitz and glamour that the show had to offer & left the audiences intrigued!
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. Our forte lies in our planning inputs & innovations. We constantly create differentiators in our service offering to our clients by means of our creative thought processes and unmatched innovative executions. In order to complement the exuberance of the show it was essential to build presence along every key arterial route & important transit junction in the key markets & that is exactly what we delivered“, said Hanoz Patel, Founder Member & Managing Partner, Milestone Brandcom.
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