Ad inventory for DID S6 almost sold-out: Zee TV's Deepak Rajadhyaksha

MUMBAI: Hindi GEC Zee TV has completely sold-out the inventory for its upcoming dance reality show Dance India Dance season 6, which goes on-air from 4 November.

The channel has got on board three co-powered by sponsors namely Patanjali Dant Kanti, Parle Fab and Cadbury Dairy Milk and is in the process of closing in few more sponsors.

Zee TV Deputy business head Deepak Rajadhyaksha said, “The response from the advertisers has been tremendous. We have already got on board three co-powered by sponsors and there are few other sponsors which we have finalised. The inventory for DID is almost sold out, in fact, there is a competition among advertisers for being the title and presenting sponsor. So, it is a good news for us.”

The show, which will air every Saturday and Sunday at 9 pm, is replacing Sa Re Ga Ma Pa Li’l Champs. The channel is bringing back the property after a hiatus of two years.

For DID season 6, Zee TV is going back to the basics and the core proposition of the show will be All About Dance. The sixth edition will also embody the channel’s new philosophy ‘Aaj Likhenge Kal’.

The show has got on board Mithun Chakraborty as it’s revered Grand Master, along with dancer-choreographer Mini Pradhan, Marzi Pestonji and Mudassar Khan who will act not only as the judge but also the mentor to the participants. Hosted by Sahil Khattar and Amruta Khanvilkar, the show features participants from across India who will perform on various dance forms.

Rajadhyaksha said, “This year, Dance India Dance will showcase not only the most outstanding dance talent, but also some incredible entertainment through our hosts ‘ Sahil Khattar who has been ruling the digital space with his impeccable comic timing and Amruta Khanvilkar – a reality television child, who after having emerged a winner of our very own Zee Cinestars Ki Khoj has gone to make a distinct mark for herself in both television and films. Our dynamic trio of judges, Masters Marzi Pestonji, Mudassar Khan and Mini Pradhan will bring in a fresh outlook and encourage the contestants to put their best foot forward throughout the season.”

DID will compete directly with Star Plus’ Dance Champions as both the shows are in the same time slot.

The core pitch of DID #AllAboutDance will be amplified through Zee TV’s integrated marketing campaign which will be a mix of multi-city outdoors, TV and digital. In the week leading up the show’s launch, Zee TV’s social media platforms will be #AllAboutDance with every tweet, post, reply going out as a form of dance.

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