Time to tap your feet: Jhalak Dikhla Jaa 7 is here!

After a successful season last year, Jhalak Dikhhla Jaa is back with season 7 on Colors. Jhalak Dikhla Jaa, the Indian version of BBC's Strictly Come Dancing and ABC's Dancing with the Stars, is all set to go on air with 13 celebrities who will compete with each other along with their choreographer partners. The show on Colors has been counted as one of its big-shot properties like Big Boss, Khatron Ke Khiladi and India’s Got Talent for the channel. Launching on June 7, JDJ will be aired every Saturday and Sunday at 9 pm.

The brand new season of JDJ will make the stakes go higher and the challenge is to showcase something ‘alag’ this time. This season, the audiences will be introduced to some unusual and unheard of dance forms like Capoeira, Zouk, Bolero and many more from all the corners of the world. Another thing that will catch everyone’s attention this year would be the addition of a new judge; ‘Dancing with the Stars’, Maksim Chmerkovskiy will be seen in the judging panel along with Karan johar, Remo D’Souza and Madhuri Dixit Nene. The opening episode of Jhalak Dikhla Jaa will be simulcast on both Colors and Rishtey.

With new stars, new set and new strategies, JDJ is all set to woo the audiences very soon. The contestant list include, Palak with Kruti, Karan Tacker with Suchitra, Sukhwinder Singh with Bhavna, Purab Kohli with Mohena, Sophie Choudry with Deepak, Akshat Singh with Vaishnavi, Ashish Sharma with Shampa, Mouni Roy with Punit, Puja Banerjee with Rajit, VJ Andy with Bhavini, Kritika Kamra with Savio , Sreesanth with Sneha.

Adgully spoke to Raj Nayak, CEO, Colors, about how the property has grown over the years and what are the things that have enticed the viewers to stick to it, he said, “I believe the format itself is pretty interesting and exciting. Every year everything, in terms of the format of the show remains the same, but all that changes is the contestants participating in the show and they are all well-known faces having their own fan following and each describing a different journey. JDJ is not just a dance show but we add few elements like comedy, tadka, stories, masala and make it a wholesome entertainment show on the backdrop of a dancing show. I think that is what has made the show work so well.”

Not only the viewers and team behind show seems to be excited and vouch big on the property but the sponsors too love the property. JDJ 7 will see Cadbury Bournvita return as ‘Presenting Sponsors’ for the third season in a row along with Gionee Smartphones who join the dance brigade as the ‘Powered by’ sponsors for the show. Other associate sponsors who have been roped-in include Ultratech Cement, Liberty Shoes, Ruchi Soya Industries and Clean & Clear. On the sponsors’ bit Nayak said, “Yes, we have got great response from the brands as well. We have retained quite a few of them and surely added some more in our kitty and which clearly marks the popularity and success of the show.”  

Making, producing and airing an internationally hit show requires loads of hard work and focus. Speaking about the challenges and hard-work that goes behind JDJ, Nayak said, “Actually it depends upon the demand of the market that you are catering to. When it comes to Indian market, the audience has their own way of looking at a property and we deliver content exactly according to what our audience wants. We have great creative minds working with us. It is tough but it is doable and despite all the challenges we have grown the JDJ every year.”   

Responding to the same, Myleeta Aga, SVP and GM, BBC Worldwide, India and Content Head Asia said, “Of course it is challenge as every market has its own likes, dislikes and demands. So if the format is taken to 50 countries it is made in 50 different ways. It is important to regenerate whatever in the content to make it work for the local audience.”    

Colors has always betted big on its non-fiction properties may it be KKK, IGT, Bigg Boss or JDJ. Elaborating on the growth of both fiction and non-fiction properties, Nayak said, “We have had a fantastic run in the year-ended march. Financially, ratings, reach - all have added value to our shows both fiction and non-fiction. Though our fiction properties had gone through a challenge like one or two shows haven’t picked up the way we had expected but we are fixing them up and soon everybody will see Colors bouncing up back, retaining its number 1 position!”
  
With JDJ gaining prominence across the country, COLORS aims to take the virtual world by storm by designing a host of activities to engage fans. From Snapchats to behind-the-scenes ‘selfies’, celebrities are going to share every moment of their journey on JDJ with their fans at the click of a button. Elaborating on the marketing bit, Nayak said, “Name the medium and we are there. We have planned a multimedia campaign across TV, Radio, Cinema, Cable, Digital, Outdoor and Ground activation across markets.”

On the digital front, fans of the show are going to be presented with an opportunity of a lifetime, where they will be given a unique chance to submit their own dance videos to their favourite Bollywood song. One lucky winner will get the chance to fly down to the city of dreams and shake a leg and groove with their favourite dancing star!

Manisha Sharma, Weekend Programming Head, COLORS said, “The creative team at COLORS is expanding their horizons to bring about some new and interesting elements. The judges have been given the power of granting immunity which will ensure that the most deserving contestants continue to present spectacular performances.”

Hosted by Ranvir Shorey and last season’s winner Drashti Dhami, this season dancing and performances will no longer be confined to the dimensions of the stage but will venture outdoors as well. Upping the ante this season, audience favourites Salman Yusuff Khan and Lauren Gottleib will take on the role of adversaries and join hands to challenge contestants in an exciting dance combat. And to ease the tension on the floor, popular comedian Sudesh Lehri has been roped in to provide the much needed comic relief. Form the first look of it, JDJ 7 appears to a dance-laugh riot already.