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Colors lines up sponsors for ‘hot’ new season of ‘Jhalak Dikhhla Jaa’
MUMBAI: Colors has lined up sponsors for the ninth season of its popular dance reality show ‘Jhalak Dikhhla Jaa’, which is set to kick off on 30 July.
Cadbury Bournvita is the presenting sponsor of the ‘hot’ new season while Renault and Amazon.in are the ‘co-powered by’ sponsors. Ultratech Cement, Parachute Advanced Gold and Stayfree are the associate sponsors while the show’s trending partner is UC Web Browser.
Produced by BBC Worldwide India, ‘Jhalak Dikhhla Jaa will air once a week every Saturday at 10 pm.
Commenting on the sponsorships, Colors CEO Raj Nayak said, “Jhalak Dikhla Ja and Cadbury Bournvita, presenting sponsor, is a wonderful match. Further, we would like to extend a warm welcome to Renault and Amazon.in as the show’s co-powered by sponsors and hope to strengthen our association with them through many such marquee shows.”
Hosted by Manish Paul, the 12 talented stars will take to the stage to flaunt their passion for dance in front of the celebrated panel of judges – Jacqueline Fernandez, Karan Johar, Farah Khan and Ganesh Hegde.
“Along with Karan and Ganesh, we have on board this year Jacqueline Fernandez who has been keen on making her television debut through this show. Then there’s our favourite Farah Khan who oozes entertainment in everything that she does,” Nayak said.
This season of ‘Jhalak Dikhhla Jaa’ will bring classic dance back in-vogue. Colors programming head Manisha Sharma said, “This season goes back to the basics of dancing, making the contestants showcase each performance striking a balance of uninhibited oomph, innate grace and a brilliant sense of rhythm. While the jury will share their expert opinions, the in-studio audience has the veto power to choose which contestants will stay or will be evicted. Each contestant will have one mission: to create a lasting impression with their dance moves.”
Myleeta Aga, SVP and GM, BBC Worldwide, India and Content Head Asia, “We are very excited to see Jhalak Dikhhla Jaa, the Indian adaptation of BBC Worldwide’s acclaimed format Dancing With the Stars grow from strength to strength each season. There have been more than 270 series of strictly worldwide, in 51 countries ranging from Mexico to South Korea and it has been incredibly successful in India. This is our 9th season producing the award-winning series. More than ever, we are committed to deliver a high octane series with superior international production values. This year, the show’s lavish sets and its take on unprecedented hotness and dance promise to magnify the overall production value which will keep audiences glued to their television sets.”
Ahead of the launch of the show, Colors has undertaken several marketing and digital initiatives. For traditional marketing, a focused outreach incorporating mediums including OOH and on-ground activations have been planned. To further drive contestant and audience engagement, a spate of digital activities is being sketched out under the hashtag #JhalakHottie.