ZEEL launches DID Super Moms .!
As the successful singing reality show, Sa Re Ga Ma Pa comes to an end, Zee TV is all set with another acclaimed property from its kitty, DID (Dance India Dance) Super Moms. Launched last year, DID Super Moms make a comeback with its second season… Yes! It’s time again for moms across India to put on their dancing shoes and dazzle the country with their dancing talent.
Starting 28th March, the new season has plenty up its sleeve to delight every dance enthusiast. India’s dancing superstar Govinda joins veteran reality show judges Geeta Kapur and Terrence Lewis on the judge’s panel while the charming heart-throb of television Karan Wahi will be the new host of the show. Essel Vision Productions Ltd., creative and production studio of Zee Entertainment Enterprises Ltd (ZEEL) are the producers of the show. Having conducted auditions across 16 cities, the current season of DID Supermoms has brought to the fore dancing of an unforeseen calibre and women from such diverse backgrounds, each with her own unique story to tell!
The channel has already roped in three sponsors, Sugarfree of Zydus Wellness, LIC and Aircel. The show will be promoted extensively through a 360 degree communication push . But Digital will play a vital role in the entire marketing mix.
To know more Adgully caught up with Namit Sharma, Programming Head, ZEEL. He said, “over the years Zee TV has been receiving an encouraging response in the non-fiction space. Sa Re Ga Ma Pa one of our marquee property has been receiving overwhelming response. This season of Sa Re Ga Ma Pa has garnered best numbers so far. DID Supermoms also performed quite well during its first season and our expectations are high this season too.”
Elaborating on DID Super Moms first season, Sharma said, “Last year it was an experiment to take the DID format ahead. This experimentation paid off really well for us. So we thought of launching another season with a combination of entertainment and storytelling. This particular franchise of DID makes us attract our core target audiences that is moms to come on the channel and showcase their talent.”
After listening to Sharma’s thoughts it is quite fair to say that all the extensions of ZEEL’s non-fiction property, DID have worked quite well for the channel. Elaborating further, he said, “Yes, it is true. DID is the only property that has so many extensions and they all have paid well for us. The thought while developing all the extensions is that the format should remain the same but every property should have its own unique selling point.”
Sharma also mentioned that last season of DID Super Moms opened with 3.4 TVTs and later became one of the top rated shows in the non-fiction category. The channel is also expecting high traction from the audiences with super star Govinda, who will seen returning to small screen after 14 years.
Zee TV Business Head Pradeep Hejmadi says, “Having given Umeed to scores of mothers across the country with the immensely successful first season of DID Super Moms – a hope that there is more to life than the daily rigmarole of household responsibilities and that they, too, can pursue their own dreams and hidden talents, ZEE TV is back with the second season of DID Super Moms. This season aims to celebrate the dancing talent of India’s most graceful mothers yet again and set higher benchmarks for excellence in dance. We have some very interesting contestants this season. While some are dancing for the sheer joy of it, there are others who are reconnecting with a latent talent. There are also some unique cases where the lady in question is participating in the show to redeem herself and dance, as an art form, in the eyes of her family.”
He adds, “We are privileged to have Govinda on board – without a doubt, the most natural, effortless dancing star Bollywood has seen in recent years. With him joining our DID veterans Geeta & Terrence as a judge, we look forward to a season packed with phenomenal performances and some great entertainment.”
Govinda says, “Mothers represent love, caring, nurturing and strength so it’s going to be wonderful to be surrounded by so many of them in the weeks to come. DID has a set a benchmark for all dance reality shows in terms of the talent it brings forth every season. The creative team of the show has an eye for picking out only the best from across the country. I’ve just shot a couple of audition episodes and I’m floored by the sheer range of talent these mothers have displayed and the reasons that motivate them to dance!”.
The new season will be a 11 week series starting with the auditions of the show, moving into week-on-week eliminations with the Top 15 contestants from across the country vying for the coveted title of DID Super Moms. The triple dhamaka of the judges Govinda, Geeta Kapur and Terrence Lewis, the dashing host Karan Wahi and the super-talented supermoms are about to set your TV screens ablaze with an extravaganza of dance and entertainment. So, be prepared to be blown away by the dazzling talent of India’s most talented mothers as DID Supermoms replaces Sa Re Ga Ma Pa L’il Champs on Zee TV’s weekend primetime.