Zee TV partners with Reebok for Dance India Dance apparel range
by EVENTFAQS Bureau | Corporate/Brand Marketing | January 16, 2012
As a part of announcing the top 18 contestants selected for Zee TV show, Dance India Dance (DID), at a press conference, Zee TV declared that they have entered into a revenue sharing and licensing deal with sportswear brand, Reebok. Swastika Entertainment managed the press conference which took place on Jan. 10 at Taj Palace, Delhi.
Regarding the licensing and merchandising with Reebok, Akash Chawla, Head Marketing, National Channels, ZEEL said: "The DID brand stands for great quality of dancing and extreme rigour. This is a first at Zee TV that a costume brand will be unveiled. As a part of this arrangement, Reebok has designed a customized range of DID dance gear and will retail it in nearly 100 Reebok outlets across the country. This will help us to extend our brands into new product categories to drive strategic growth for the company and will also help increase the popularity of the brand."
Speaking on the occasion, Sajid Shamim, Brand Director, Reebok said: "At Reebok, we have always focused our efforts on creating products that bring elements of life, sport and style together. Through this association, we are celebrating fitness through the medium of dance, which is fun and enjoyable. Comprising of graphic t-shirts in vibrant and bright colours, this collection celebrates the spirit of dance."
After auditioning participants from 22 cities, 100 contestants were called to Mumbai for the mega auditions. In the mega audition, the 100 contestants had to learn three styles of choreography i.e. Hip Hop style of Master Remo, Bollywood style of Master Geeta, and Contemporary style of Master Terence. This was followed by a short listing of 36 contestants who were successful in emulating all the three styles of the Masters, and the top 18 were certified as Adbhut Athara.
Talking about the conference, Amit Verma, Director, Swastika Entertainment said: "Dance India Dance being a prestigious show which sets trends in dancing, we have taken care and cross checked from major to minute technical arrangement to ensure the smooth run of the activity. This event was targeted towards the media and engaged around 120 media people who interacted with the judges of the show after the press conference. We have been associated with Zee TV for a long time and this event adds another project as a part of our association with them."