Colors: Dance to empower

Brian Sequeira

India's leading TV entertainment channel, Colors, launched new dance talent show Dance Deewane in the primetime Hindi general entertainment space to increase viewership among multiple generations of Indian families.

Campaign details

Brand: ColorsBrand owner: ViacomAgencies: Leo Burnett, MadisonCountry: IndiaIndustries: Tv channels, services, programmesMedia channels: Cinema, Events & experiential, Integrated, Newspapers, Online video, Outdoor, out-of-home, Radio & audio, Social media, TelevisionBudget: 500k - 1 million

Executive summary

Colors – a leading TV entertainment channel in India – launched Dance Deewane, a new dance talent show in the Hindi general entertainment space, that appeals to multiple generations of Indian families.

The network's campaign utilised innovative technology to spread awareness around the show's launch day, as well as mobilise...

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