Sony pumps in Rs 6 crore to promote Jhalak Dikhla Jaa 4

By Anushree Bhattacharyya , afaqs!, New Delhi | In Media Publishing | December 01, 2010
Of the total marketing spend, 40 per cent will be divided equally between print and OOH, while television and radio will account for the rest.

General entertainment channel Sony plans to invest Rs 6 crore to promote its reality celebrity dance show, Jhalak Dikhla Jaa. Of the total marketing spend, 40 per cent has been divided equally between print and out-of-home, while the rest goes to television and radio.

Speaking to afaqs!, Danish Khan, marketing head, Sony Entertainment Television, says, "For a long time, we have been concentrating on building the 9-10 PM slot. We started with Indian Idol; then launched Entertainment Ke Liye Kuch Bhi Karega; then the fourth season of KBC, which also saw the return of Amitabh Bachchan as host. So, it's the 9-10 PM band on weekdays, where we telecast our biggest property. And after KBC, we will bring the fourth season of Jhalak Dikhla Jaa. We have slot leadership and we would like to retain the position."

Conceptualised by Leo Burnett, the teasers for the show will be on-air from the last week of November, followed by the first promo, which will be on-air in the first week of December. Simultaneously, radio and outdoor campaigns will be rolled out across the Hindi speaking markets. The outdoor campaign is being handled by Mumbai-based agency, Media Circle.

"Apart from this, closer to the launch of the show, we will launch a print campaign as well," adds Khan.

In addition, Sony has partnered with Radio Mirchi to air special content on the radio station, which will be based on interactions with the celebrities on the show. Sony has also bought regular spots to air commercials.

According to Khan, the format of the show is very interesting, as it shows a bunch of people who are masters in their own fields, trying their fate in dancing. "And the fact that we have Madhuri Dixit as one of the judges, is a strong reason for the consumer to sample the show."

Jhalak Dikhla Jaa will go on-air from December 12, Sunday. Later, it will be telecast between 9-10 PM on Monday and Tuesday. The fourth season will feature themes such as Street Dancing, Swinging 60s, Disco 70s and Superstar Special, apart from challenges such as shadow dancing, blindfold, rope acts and mid-air dancing. The show will be on-air on Sony for 13 weeks.

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