Colors TV has returned with yet another season of Jhalak Dikhla Jaa – only in a bigger and even grander format. The show will spice up Colors TV’s weekend lineup and will be aired in the 9PM slot on every Saturday and Sunday.
New avatar
Jhalak Dikhla Ja is has taken its show format from BBC Worldwide’s Dancing with the Stars. According to Raj Nayak, CEO, Colors TV the new season of JDJ will go out of its usual format to connect with the audience. This season audience will be presented some unheard dance forms such as Zouk and Bolero.
While Nayak refused to divulge any information around the cost of production per show, he did express that the cost has been rising due to inflation. The chief sponsor of JDJ is Cadbury Bournvita for the third consecutive season, who is expected to have spent a decently large sum.
The celebrity factor of this season of JDJ also has been pegged much higher. The show will be hosted by Ranvir Shorey, who according to Nayak managed to impress everyone on the ‘Khatron ke Khiladi’ team and Drashti Dharmi, winner of the previous season of Jhalak Dikhla Ja.
The judges’ panel continues to be the same and consists of Karan Johar, Madhuri Dixit, and Remo D’Souza. An international celebrity judge, winner of Dancing with the Stars, 2014 Maksim Chmerkovskiy will also join the judges panel.
The celebrity contestants participating in this season include Kritika Kamra, Mouni Roy, Purab Kohli, Karan Tacker, Sophie Choudry, Pooja Banerjee, Ashish Sharma, VJ Andy, Shakti Mohan, Akshat Singh, Sukhwinder Singh, Kiku Sharda in his role as Palak from Comedy Nights with Kapil and S. Sreesanth.
Marketing Streak
To create maximum buzz around their property, Colors TV has gone all out to promote this season JDJ. “Name the medium, and we are present,” remarked Nayak when asked about their marketing initiatives.
Colors is promoting JDJ across print, radio, television, outdoor and through ground activations. As a part of the outdoor advertising, Colors has branded auto rickshaws with JDJ banners.
There has also been active stir on digital to welcome the programme. The show is being promoted actively across social media and will also offer a number of contests to its viewers once the show is picks pace.
Also, Twitter Mirror and SnapChat will be used to offer behind the scenes footage and background stories for the user engagement.
Can JDJ 7 fight the competition?
Jhalak Dikhla Jaa’s sevent season will face still competition from other channel’s weekend lineup shows. The major hurdles that JDJ7 will have to cross include, Sony Entertainment Television’s Encounter and Adaalat that have managed to create their niche in the weekend space.
JDJ is also likely to get stiff competition from Zee TV’s weekend lineup which consists of Dance Indian Dance L’il Masters, Gangs of Hassaepur and Fear Files.
However, JDJ has managed to create a brand in itself with due to its year on year sustainability and high celebrity quotient which tilts the scale in its favour.
Will JDJ be able to work its charm this time as well? Since that’s something only that ratings can answer, we can still sit back and enjoy the performances of our favourite celebs in the meantime.