After nine successful seasons, Colors is back with its iconic celebrity dance reality show “Jhalak Dikhhla Jaa”.
Fueling the spark of excitement among fans, who eagerly awaited the show’s return, the channel staged a larger-than-life campaign divided into three phases.
Conceptualized by Leo Burnett, the week-long campaign kicked off on August 22, with an image that claimed the discovery of a new galaxy of dance stars titled #JDJ10.
The cryptic image piqued the curiosity of netizens who came up with many interesting theories about the image.
The “Jhalak Dikhhla Jaa” pre-launch campaign was inspired by NASA’s widely broadcast “deepest image of the universe” seen through the James Webb Space Telescope. Colors seized on the momentum generated by photography to create an image of its own galaxy named the ‘Galaxy of Dancing Stars’ #JDJ10 which included the show’s signature disco balls as the stars.
Well-known celebrities such as Karan Johar, Madhuri Dixit Nene, Nora Fatehi, Nia Sharma, Niti Taylor, Rubina Dilaik, Nyyrra M Banerji, among others, paparazzi, influencers, news channels and renowned journalists shared the image. The activity was run as a third-party endorsement with no mention of Colors or the show to create additional intrigue.
To ensure that fans get their daily dose of mystery, every day tidbits of information about these dancing stars have been revealed by various sources. Sparing no effort, the channel has also collaborated with social media fashion sensation Urfi Javed. Javed first posted the image to #JDJ10 and was then seen sporting a glitzy glam look inspired by the viral galaxy of #JDJ10 dance stars the following day.
To give the campaign even more authenticity, Colors has partnered with news channels to air aston tapes, tickers and anchor vignettes in the form of breaking news. This was followed by association with radio stations for mentions and handshakes from RJ, coupled with digital content released across all channels to support the plot and build conversations around #JDJ10.
The ‘Galaxy of Dancing Stars’ campaign ended with a big reveal at the big launch party which saw the stars take to the stage stifling any curiosity around the image.
The party brought together contestants, host, judges, influencers, color family actors who walked the red carpet with the media fraternity in Mumbai. The contestant and judges made a spectacular entrance to the hit tracks that preceded a star-studded photo shoot.
According to the channel, overall the campaign garnered attention on social media as well as tremendous media coverage with a reach of over 65 million and 15 million views.
Sapangeet Rajwant, Head of Marketing and Digital, Hindi Mass Entertainment, Viacom18, said, “Colors has always been at the forefront of delivering campaigns that take advantage of the latest innovations and trends in marketing and digital. It was imperative that the campaign resonate with the grandeur and glamor of the show and so we designed the ‘Galaxy of Dancing Stars’ based on the galaxy’s deepest and trendiest image. This campaign successfully engages with the public on a deeper level by sparking curiosity, supporting it through various collaborations, and then making a big star reveal. We ran this robust campaign across all platforms to ensure the buzz had a wider reach. After a five-year hiatus, we’re confident this season will be worth the wait and treat fans to great fanfare.