COLORS executed a 360-degree campaign kicked off with various celebrities and digital personalities to gain attraction for the newest season of Jhalak Dikhhla Jaa.
Jhalak Dikhhla Jaa launch campaign gave a glimpse into the galaxy of dancing stars. This case study explores how COLORS managed to ignite the glory of this show which made a comeback on the screen after a gap of 5 years.
Here’s how they did it.
Objective
The objective of the campaign was to create mystery and intrigue around the launch of the show that has enjoyed success for over nine years and is making a return after the interlude of about five years. The purpose of the campaign was to create conversations and chatter by building curiosity around what almost every digital personality and popular celebrity is talking about.
Execution
COLORS executed a 360-degree campaign kicked off with various celebrities, digital personalities, and celebrity spotting pages sharing the image of a galaxy, with no mention of the TV reality series, building intrigue and mystery around the launch.
Phase 1 - Building Intrigue
The brand created celestial chaos with all eyes pinned on their galaxy, by building mystery and intrigue towards this galaxy of dancing stars. The 360-degree launch campaign observed participation from various social media communities, entertainment enthusiasts, and publishers.
Madhuri Dixit Nene, Nora Fatehi, Amruta Khanvilkar, Nia Sharma, Rubina Dilaik, Viral Bhayani, Manav Manglani, India Forums, and many more celebrities shared the image of a galaxy with the caption hinting toward the show but not revealing it.
COLORS or the reality TV show's name was not mentioned at all in any of these posts, keeping the mystery alive. Steadily and slowly bits of information were revealed, keeping the audience on their toes.
The buzz was further carried forward with a collaboration with the Indian television actress with Uorfi Javed. The collaboration unfurled with the actress donning a galaxy-themed outfit and hinting towards the inspiration.
The interest in #JDJ10 was further amplified with offline activations such as tickers on news channels talking about the show as breaking news and presenting the current scenario of the launch in an authentic manner.
Phase 3 - The Reveal
This stir was created amongst the digital communities and the whole buzz was covered by trade media and entertainment publishers such as MissMalini, Dailyhunt, Mint, Zee News, Brand Equity, Aaj Tak, and several more.
Leading to the launch event the campaign revealed the #JDJ10 dancing stars, hosts and judges in Mumbai at a press conference. The reveal event was followed by a grand party attended by the trade and advertising fraternity, digital influencers, and COLORS stars.
The mystery was also calmed down with Uorfi revealing the inspiration for another one of her glittery and glimmery outfits, and announcing the launch of the show. This also lead to speculations about her contesting in the show, which created more chatter.
Jhalak Dikhla Jaa themed their campaign around dancing stars and created buzz for the launch.
This 360-degree multi-format campaign resulted in 1.2 Mn social media interactions and reached 65 Mn social media users across a span of just 4 days and created a social chatter that outlasted the show's launch episode, and continued the glory of the iconic 'Jhalak Dikhla Jaa' phenomenon.
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