COLORS Launch 'Dance Deewane Juniors' Using AR, Virtual Integrations and On-ground Activations

Entertainment | May 13, 2022 | News

Dance Deewane Juniors Colors

Brands across domains are adopting smart and innovative efforts to create their campaigns and revolutionise the marketing environment as the world becomes digital. Hindi General Entertainment channel COLORS has designed a carefully curated immersive, multichannel, and multiplatform digital and marketing campaign for its new kids' dance reality show Dance Deewane Juniors, marking a pioneering move in this regard. The show will premiere on April 23, 2022 at 9 p.m., with Neetu Kapoor, Nora Fatehi, and Marzi Pestonji serving as judges, and Karan Kundrra hosting. 

The channel has taken different initiatives to expand the deewangi for dance to its viewers and undertake activities in many markets backed by high-end technology, reinforcing the show's promise of Deewangi More, Dance Hardcore. COLORS seeks to maximise the show's reach by allowing viewers to connect with the judges and host ahead of time via augmented reality, virtual integrations, and on-the-ground activations. The station has become the first general entertainment channel to enter the metaverse for the show's promotions, further enhancing its digital world.

Sapangeet Rajwant, Head of Marketing and Digital, Hindi Mass Entertainment, Viacom 18 said, “The marketing space has seen a dynamic and unprecedented shift in the recent past with ‘digital- first’ becoming the new mantra.  The advancement in technology has enabled brands to connect and communicate with our viewers across the country in real-time thus enhancing their reach manifolds. At COLORS, we have always been at the forefront of innovating and tapping into newer avenues to put across our message and with Dance Deewane Juniors, we intended to design to build an immersive ecosystem in both online and offline mediums. Along with several other innovations, we have for the first time set foot in the metaverse arena by creating various virtual and experience-led touchpoints. We have mounted our campaign to bring alive the joy and excitement amongst the audience.”

Dance Deewane Juniors is an Indian non-fiction show, by accessing the Metaverse Pathway, the audience can experience a virtual tour. Users can choose their avatar before entering the metaverse and engage in and enjoy various activities while in that avatar. Within the metaverse, they may also experience the immensity of the stage in a virtual format and participate in numerous activities such as a photo booth, game zone, dancing masterclass, and watch shows behind-the-scenes.

Through augmented reality, viewers in key markets were able to dance with judge Nora Fatehi. Nora was shown teaching the participants dance routines from her popular singles, including the DDJ title track, before engaging in a dance fight with them. Short videos of the activity were also given to the participants to share and promote on social media. The viewers were also given to a surprise in select markets, with host Karan Kundrra conversing live virtually with the contestants.

In line with the show's theme, a number of children came to the streets of Mumbai to demonstrate their deewangi for dancing. Passers-by on Carter Road were surprised to see a dance flash mob of kids who lit up the promenade with their dancing talents to Dance Deewane Juniors' title track. This mob of kids then proceeded to Infinity Malad for another impressive performance. They were also seen demonstrating their love of dance on numerous radio stations. 

COLORS also provided a forum for the kids of COLORS Golden Petal Club (CGPC) members in select cities to demonstrate their Deewangi for Dance and win prizes through the #NachoHardcoreChallenge. In Kanpur, Lucknow, Agra, Varanasi, and Dehradun, an evening with a dancing competition for kids and engagement games for their parents was held. To add to the excitement, host Karan Kundrra visited one of these markets.

Influencers Sonali Bhadauria, Melvin Louis, Aakriti Sharma, and Vedika Agarwal danced to Dance Deewane Juniors' hook step alongside judges Nora Fatehi, Marzi Pestonji, and host Karan Kundra. 

Through augmented reality, viewers in key markets were able to dance with judge Nora Fatehi, a dance flash mob of kids was organized on Carter Road & dancing competitions for kids were held in 5 cities

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