ITV

Tag: Govinda

  • Zee Bangla launches new season of Dance Bangla Dance

    Zee Bangla launches new season of Dance Bangla Dance

    New Delhi: Zee Bangla is back with the eleventh edition of its popular dance show- Dance Bangla Dance, with actor Govinda as one of the judges. The new season will be aired at 9:30 pm on the weekends, starting this Saturday.

    Govinda will be accompanied by Bengal’s icon Jeet and actress Subhashree Ganguly on the judges’ panel. The show will be hosted by Ankush Hazra along with Bengali actor Vikram Chatterjee. The participants will be put under the tutelage of gurus – Om Sahani, Devlina Kumar, Rimjhim Mitra, and Soumili Biswas, all popular faces in Tollywood industry. 

    What sets Dance Bangla Dance apart this year is the fact that there is no age bar on participation, said the channel on Saturday.

    Commenting on the launch of season 11 of Dance Bangla Dance, Zee Entertainment Enterprises Ltd, cluster-head (East), Samrat Ghosh said, “Dance Bangla Dance celebrates the spirit of dance. It is a form of expression that brings people together, allows them to be creative and innovative, and is a way to escape the stress and cares of everyday life. Staying true to its tagline ‘Nechei hobe muskil ahsaan’, season 11 will salute the never say die attitude of humans with dance. In keeping with the brand identity ‘Notun Chhondey Likhbo Jibon’, we aim to inspire the viewers to identify the potential within and orchestrate life in a new rhythm through our offerings.” 

    Govinda, who will be judging Dance Bangla Dance Season 11, said he is looking forward to returning on the new stage in a new avatar. “The energy level of the show gets me excited and I love it when my work gets me to groove. The new season will bring to you some incredible talent from all age groups and will surely make you twirl to their rhythm. We are looking forward to your audience as we begin this new journey,” he said.

  • What the second Covid2019 wave means for Maharashtra

    What the second Covid2019 wave means for Maharashtra

    New Delhi: The unabated increase in the number of Covid2019 cases has once again threatened to stall the pace of the financial and entertainment capital of the country. As Maharashtra reported 57,074 positive cases in the last 24 hours, the Shiv Sena-led coalition government has announced strict restrictions all over the state, including Mumbai, till 30 April.

    The rules, which come into effect on Monday, include a night curfew from 8 pm to 7 am and a complete lockdown over the weekends from 8 pm on Fridays to 7 am on Mondays. Except for essential services, everything will be closed on weekends.

    The government has banned any kind of gathering of five or more throughout the day. Industrial operations and construction activity will continue, however, all the malls, restaurants, bars, gyms, sports complexes, auditoriums, and places of worship will be closed. Schools, colleges, private classes too will remain shut except for students of Class 10th and 12th. E-commerce will be allowed from 7 am to 8 pm for home delivery only if the staff is vaccinated, or else the establishment will be fined Rs 1,000.

    Cinema halls shut, shoots to continue

    The state government has permitted the film and television shoots to continue under strict guidelines, to enable the entertainment industry to get back on its feet. However, it will have to battle the severe consequences of complete closure of theatres, cinema halls, and multiplexes which were already working under 50 per cent capacity since mid-March.

    The restrictions could land a serious blow to the entertainment industry, which not only faces an imminent loss of theatrical revenues but an impending threat to its revival plans. Another lockdown could compel filmmakers and production studios to reconsider their intent to release films in cinemas this summer, which may ultimately head to streaming. However, it can’t be denied that certain curbs are required, with film personalities engaged in active projects falling prey to the deadly virus. Actors Akshay Kumar, Govinda, TV host Aditya Narayan (part of the current season of Indian Idol) were among the increasing number of celebrities who tested positive on Sunday.

    Cinema halls, which were already struggling to lure audiences back to theatres, could face an uphill task, as the sudden surge, is likely to make the public apprehensive about cinema-going. Advertising in cinema halls will also take a beating, as the restrictions come into effect. It may also slow down consumer spending during the weekends, due to the closure of malls.

    Maharashtra accounts for the largest percentage of screen share for companies like PVR Cinemas, which has 140 screens in the state. 

    Meanwhile, the television producers and broadcasters were left guessing how they would keep shooting their episodes with curfew being imposed between 8 pm and 7 am. Additionally, there was a lack of clarity whether they would be able to film on Saturdays and Sundays with Thackeray declaring a total lockdown. For some time now, the former have been beseeching creative professionals in television channels to not insist on plugging in wedding and mass gathering scenes in episodes on account of the increasing cases in the state. Apparently, the Indian Film and Television Producers Council (IFTPC) is slated to seek clarifications from the government.

    Vaccination, IPL provides a glimmer of hope

    The ongoing vaccination drive has provided a glimmer of hope. As many as 3.44 crore people have been vaccinated in the country so far. On Sunday, Maharashtra chief minister Uddhav Thackeray said the state’s focus is going to be on the vaccination drive and it would need 25 crore vaccines for its people. “At a time like this, when cases are rising, ‘life first and work later’ needs to be the priority,” he urged people.

    But how long it will take to vaccinate enough people to decelerate the rise in infections, no one can say. Till then, it remains certain that the entertainment industry might keep hemming and hawing for the coming weeks, as the government deliberates upon its next step.

    On the bright side, the return of the fourteenth edition of the Indian Premier League (IPL) to the home ground is likely to boost the morale of the advertising industry and provide an uptick in revenue. The Board of Control of Cricket in India (BCCI) has maintained that it will stick to its initial schedule and is confident of pulling off the matches in Mumbai’s Wankhede stadium, despite ten members of the ground staff testing positive. Mumbai is slated to host ten matches of the cash-rich league. However, Hyderabad is being discussed as a backup venue option. A few players including Axar Patel also tested positive on Sunday. 

    Lockdown on the weekends could possibly prove to be a boon in disguise for the television industry, especially while the IPL is underway, as the daily streaming and TV viewing could go up during the two days when people will have to remain at home. A significant number of IPL matches are scheduled on weekends.

    Biggest single-day spike ever

    India breached a grim milestone on Monday, with 1.01 lakh Coronavirus infections being reported for the first time in the country. Ten states contribute to 90 per cent of the total cases, led by Maharashtra which currently accounts for around 58 per cent of the total Covid2019 caseloads  in the country. The active number of infected cases in the state stands at four lakh, while the fatalities have mounted to 55,656.

  • Bajaj Allianz signs internet’s ‘dancing uncle’

    Bajaj Allianz signs internet’s ‘dancing uncle’

    MUMBAI: Professor Sanjeev Srivastava, whose videos have gone viral on the internet and is trending as #DancingUncle and #GovindaUncle, has been signed up by Bajaj Allianz Life Insurance for their latest video.

    Tapping on Sanjeev’s popularity, Bajaj Allianz Life has roped in the ‘Dancing Uncle’ to shake his legs on their latest announcement of one-time special bonus for their policyholders. The latest video sees him dancing to Bajaj Allianz Life’s new jingle ‘Samjho Ho Gaya’ that captures the essence of the brand’s new philosophy ‘Life Goals. DONE.

    This is the fourth video from the internet sensation that has gone LIVE and has got huge traction in a matter of minutes. His earlier videos where he danced to Govinda’s tracks that made him a superstar overnight have already crossed millions of views and saw his fan following increase by the day including the who’s who of Bollywood.

    Bajaj Allianz life insurance chief marketing officer Chandramohan Mehra says, “Sanjeev evokes our brand values of optimism, confidence and youthfulness. The idea was to ride on the popular wave and ensure our customer-centric bonus offer is reached out in an engaging manner. The idea emanates from our belief that life insurance is about enabling our policyholders to live life to the fullest and help them achieve their Life Goals”.

    After rolling out the brand transition campaign “Samjho Ho Gaya”, Bajaj Allianz Life Insurance has been raising the bar with their marketing initiatives. As part of its earlier digital initiatives, the company launched bite-sized three episodes web series #GameOfLifeGoals where they roped in two popular faces from the web comedy world Rahul Subramaniam and Kumar Varun. It was a follow-up to the vox pop video of #GraveyardOfLifeGoals that was launched in end of March 2018 with popular YouTube star Sahil Khattar.

  • Dismal releases help last week’s film to turn lucky at the Box Office

    MUMBAI: With dismal releases, the week proved lucky for last week’s ‘Badrinath ki Dulhaniya’ as none of the three films fresh releases this week managed to create any impact on the viewers.

    Govinda attempted a make comeback with a stale home production, Aa Gaya Hero, which had been gathering dust for a few years now. Having somehow managing to bring an end to this patchy enterprise, the film was finally released with multiplexes offering it scattered screen times at odd hours. The film will not only loose whatever was spent on producing it but also the monies that went towards releasing it.

    The other enterprise Machine had some family interest at stake, though not financial. Director duo Abbas Mustan used the film as a launch vehicle for Mustafa Burmawala, son of Abbas. As it turned out, neither did Mustafa have potential nor were Abbas Mustan tuned in with what the audience seeks now. The script seemed to be a recall of their past films. It lacked the chemistry between the romantic pair and music that such a love story needs.

    The third release Trapped was an utter torture. Following foreign trends is fine but knowing which audience one is catering to matters more. Expectations were too high for a non-face value negative film of 113 minute duration to work.

    In such a situation, Badrinath Ki Dulhania stands a chance to better its figures in the second week, since the film does offer some entertainment.

    Aa Gaya Hero, earlier titled Abhinay Chakra, may not even be able to cross the one crore figure as its lifetime business. With an opening day figures of Rs 25 lakh, the film has managed to collect just about Rs 70 lakh for its opening weekend.

    Machine opened with Rs 60 lakh on Friday, which spells disaster for its investors. For its opening weekend, the film collected Rs 1.6 crore.

    Trapped, the most unbearable film of the week, suffered the worst fate despite some positive words from a few critics.With just about Rs 30 lakh on its opening day, the film managed to collect Rs 1.4 crore for its first weekend.

    Badrinath Ki Dulhania emerged a winner. After an opening weekend of Rs 54.7 crore after facing Holi and North India election results, it added another Rs 17.9 crore through the week to take its first week total to Rs 72.6 crore.

    Commando 2 has collected Rs 1.8 crore in its second week. This takes its two week tally to Rs 23.6 crore which is far off the mark.

    The Ghazi Attack collected Rs 95 lakh in its fourth week to take its four week total to Rs 18.9 crore. Jolly LLB 2, at the end of its run, has added Rs 35 lakh in its fifth week taking its total to Rs 106.55 crore.

  • Zee Classic refreshes in attempt to attract mass audiences

    Zee Classic refreshes in attempt to attract mass audiences

    MUMBAI: The Punit Goenka-led Zee Entertainment Enterprises Ltd (ZEEL) has got into a hyper-refresh mood, revamping its channels, one after the other. First, it announced the relaunch of Zindagi, and now it’s the turn of Zee Classic.

    Known for showcasing movies from the sixties, seventies and eighties and nineties era, the channel is being revamped on 3 October with a new positioning and programming line-up. The reason: it has ambitious plans to expand its target audience, and thus its viewership.

    The management says it has come up with a disruptive programming idea: catalogue movies from each era into a separate time band. The channel claims that the Zee Classic is the first Indian Hindi movie channel to initiate this, and has roped in the Bollywood heartthrob Arjun Kapoor to be the channel’s ambassador.

    “At Zee, we have the largest library of movies, and now Zee Classic is adopting a strategic time-band approach instead of the the routine FPC approach,” say Zee Hindi movie cluster business head Ruchir Tiwari. “This strategy is a result of meticulous planning, acquisition and programming for an entire year which will ensure that Zee Classic caters to all kinds of viewers.”

    The library that Tiwari is referring to is 500-plus strong and includes movies over four decades – possibly catering to three generations – and hence, the channel’s proposition “Woh Zamaana, Kare Deewana”, and the revamp campaign theme “Aaj Ka Classic.”

    The time bands that have been introduced include:

    The ‘Best of 80s and 90s’ that will showcase hits from decades that saw the emergence of more than 10 superstars ranging from Jackie Shroff, Sunny Deol, Mithun Chakraborty, Anil Kapoor to the three Khans, Govinda and Akshay Kumar.

    ‘The ’70s Mix’ will showcase blockbusters from the 1970s, an era that reflected the nuances of the society, but turned out to be preeminently a decade of the ‘angry young man’, action movies and melodious music.

    ‘Shaandar Sixties’ will present movies of the 1960s, a decade that saw the rise of the popular romantic genre. The golden era of ‘Black and White’ that set the foundation of the Hindi film industry will include masterpieces that will transport spectators back in time.

    Highlighting this shift, will be exclusively curated movie festivals like Jhakaas Kapoor Festival, Har Din Bachchan, Shah Rukh Khan B’day Special, among many others and specials like ‘Timeless Asha.’

    Earlier, Zee Classic was targeted at mature adults – which served as a niche – but it attracted younger audiences too. The channel has now dissected its viewers into the connoisseurs of golden cinema, the middle-aged adults, the new-age classic as well as contemporary young adults. “From the channel’s perspective, the core, however, will be the 25- 45 years age group,” says Tiwari. “UP is the biggest market, and for us the northern belt is a priority.”

    From 2004 to 2010, Zee Classic recorded a two per cent viewership share in the Hindi movie genre. This, according to Tiwari, has risen to six per cent over the past year. The idea is to now take that up to 10 per cent. “We see the channel catering to mass audiences in its specific space. It has the potential to compete with the top rated channels in the genre. It’s a strategic call that we took,” explains Tiwari. “We have to buy the films accordingly, and also plan (in that manner).”

    Zee Unimedia chief operating officer Ashish Sehgal reveals, “Zee Classic contributes a massive 15 per cent revenue share in the Zee Hindi movies cluster among the SD channels – Zee Cinema, &pictures, Zee Classic, Zee Action and Zee Anmol Cinema. In the last three to four years, Zee Classic’s revenue has grown more than four times, and as it’s evolving; currently it commands a premium rate even at its existing ratings.”

    The introduction of time bands is also expected to appeal to FMCG and other advertisers automobiles, mobile handsets, telecom and take revenues up further. “The Zee Classic viewer is comparatively more involved than on any other Hindi movie channel. For the brand campaign ‘Aaj Ka Classic,’ we have locked in three channel partners including SC Johnson, Hindustan Unilever and Dabur across all the time bands,” says Sehgal.

    The look and property of the Zee Classic logo has been designed by Zee TV’s in-house team, while the entire Aaj Ka Classic marketing and promotional campaign has been executed by FCB Ulka. Print, TV, digital and outdoor media are to be used in an aggressive manner. The TVC has been created keeping in mind the grandeur of the Indian cinema as well as the taste of the movie buff. Iconic memorabilia comprising the friend cap, musical instruments like accordion, classic movie posters, collection of books, DVDs and many more have been used to relive the various decades of cinema.

    Rights owner and film distributor Goldmines Telefilms director Manish Shah is all praise for Zee Classic. Says he: “Right now there are only two channels Zee Classic and Max 2, which are looking towards old movies. Zee Classic has a good library of classic movies. However, sometimes it resorts to airing Zee Cinema type movies to get viewership numbers.”

    And, he cautions that the tack of airing too many repeats and expanding audiences through the revamp may not really work. “We need to understand that Classic reaches to a niche audience, it is not mass audience, and if you keep repeating those movies, the viewership eventually will fall.,” he explains. “Also, if it is looking for 90s and NFDC films, then these are the kinds of movies which Classic audience doesn’t want to watch.”

    Be that as it may, the ZEEL team is pretty enthusiastic about Zee Classic’s shift. As is the brand ambassador Arjun Kapoor. Says he: “I am thrilled to be a part of ‘Aaj Ka Classic’. I have grown up loving cinema and classics have defined my choices as a viewer as well as an actor. My grandfather, father, and uncle have contributed to Hindi films for years, and I have fond memories of going on the sets and film trial shows. These movies will always be a reference point, always at the back of my mind. I am happy that Zee Classic gave me the opportunity to be a part of this campaign and I appreciate their initiative of introducing such time-band-led programming on their channel.”

    Will Zee Classic viewers too show similar appreciation?

  • Zee Classic refreshes in attempt to attract mass audiences

    Zee Classic refreshes in attempt to attract mass audiences

    MUMBAI: The Punit Goenka-led Zee Entertainment Enterprises Ltd (ZEEL) has got into a hyper-refresh mood, revamping its channels, one after the other. First, it announced the relaunch of Zindagi, and now it’s the turn of Zee Classic.

    Known for showcasing movies from the sixties, seventies and eighties and nineties era, the channel is being revamped on 3 October with a new positioning and programming line-up. The reason: it has ambitious plans to expand its target audience, and thus its viewership.

    The management says it has come up with a disruptive programming idea: catalogue movies from each era into a separate time band. The channel claims that the Zee Classic is the first Indian Hindi movie channel to initiate this, and has roped in the Bollywood heartthrob Arjun Kapoor to be the channel’s ambassador.

    “At Zee, we have the largest library of movies, and now Zee Classic is adopting a strategic time-band approach instead of the the routine FPC approach,” say Zee Hindi movie cluster business head Ruchir Tiwari. “This strategy is a result of meticulous planning, acquisition and programming for an entire year which will ensure that Zee Classic caters to all kinds of viewers.”

    The library that Tiwari is referring to is 500-plus strong and includes movies over four decades – possibly catering to three generations – and hence, the channel’s proposition “Woh Zamaana, Kare Deewana”, and the revamp campaign theme “Aaj Ka Classic.”

    The time bands that have been introduced include:

    The ‘Best of 80s and 90s’ that will showcase hits from decades that saw the emergence of more than 10 superstars ranging from Jackie Shroff, Sunny Deol, Mithun Chakraborty, Anil Kapoor to the three Khans, Govinda and Akshay Kumar.

    ‘The ’70s Mix’ will showcase blockbusters from the 1970s, an era that reflected the nuances of the society, but turned out to be preeminently a decade of the ‘angry young man’, action movies and melodious music.

    ‘Shaandar Sixties’ will present movies of the 1960s, a decade that saw the rise of the popular romantic genre. The golden era of ‘Black and White’ that set the foundation of the Hindi film industry will include masterpieces that will transport spectators back in time.

    Highlighting this shift, will be exclusively curated movie festivals like Jhakaas Kapoor Festival, Har Din Bachchan, Shah Rukh Khan B’day Special, among many others and specials like ‘Timeless Asha.’

    Earlier, Zee Classic was targeted at mature adults – which served as a niche – but it attracted younger audiences too. The channel has now dissected its viewers into the connoisseurs of golden cinema, the middle-aged adults, the new-age classic as well as contemporary young adults. “From the channel’s perspective, the core, however, will be the 25- 45 years age group,” says Tiwari. “UP is the biggest market, and for us the northern belt is a priority.”

    From 2004 to 2010, Zee Classic recorded a two per cent viewership share in the Hindi movie genre. This, according to Tiwari, has risen to six per cent over the past year. The idea is to now take that up to 10 per cent. “We see the channel catering to mass audiences in its specific space. It has the potential to compete with the top rated channels in the genre. It’s a strategic call that we took,” explains Tiwari. “We have to buy the films accordingly, and also plan (in that manner).”

    Zee Unimedia chief operating officer Ashish Sehgal reveals, “Zee Classic contributes a massive 15 per cent revenue share in the Zee Hindi movies cluster among the SD channels – Zee Cinema, &pictures, Zee Classic, Zee Action and Zee Anmol Cinema. In the last three to four years, Zee Classic’s revenue has grown more than four times, and as it’s evolving; currently it commands a premium rate even at its existing ratings.”

    The introduction of time bands is also expected to appeal to FMCG and other advertisers automobiles, mobile handsets, telecom and take revenues up further. “The Zee Classic viewer is comparatively more involved than on any other Hindi movie channel. For the brand campaign ‘Aaj Ka Classic,’ we have locked in three channel partners including SC Johnson, Hindustan Unilever and Dabur across all the time bands,” says Sehgal.

    The look and property of the Zee Classic logo has been designed by Zee TV’s in-house team, while the entire Aaj Ka Classic marketing and promotional campaign has been executed by FCB Ulka. Print, TV, digital and outdoor media are to be used in an aggressive manner. The TVC has been created keeping in mind the grandeur of the Indian cinema as well as the taste of the movie buff. Iconic memorabilia comprising the friend cap, musical instruments like accordion, classic movie posters, collection of books, DVDs and many more have been used to relive the various decades of cinema.

    Rights owner and film distributor Goldmines Telefilms director Manish Shah is all praise for Zee Classic. Says he: “Right now there are only two channels Zee Classic and Max 2, which are looking towards old movies. Zee Classic has a good library of classic movies. However, sometimes it resorts to airing Zee Cinema type movies to get viewership numbers.”

    And, he cautions that the tack of airing too many repeats and expanding audiences through the revamp may not really work. “We need to understand that Classic reaches to a niche audience, it is not mass audience, and if you keep repeating those movies, the viewership eventually will fall.,” he explains. “Also, if it is looking for 90s and NFDC films, then these are the kinds of movies which Classic audience doesn’t want to watch.”

    Be that as it may, the ZEEL team is pretty enthusiastic about Zee Classic’s shift. As is the brand ambassador Arjun Kapoor. Says he: “I am thrilled to be a part of ‘Aaj Ka Classic’. I have grown up loving cinema and classics have defined my choices as a viewer as well as an actor. My grandfather, father, and uncle have contributed to Hindi films for years, and I have fond memories of going on the sets and film trial shows. These movies will always be a reference point, always at the back of my mind. I am happy that Zee Classic gave me the opportunity to be a part of this campaign and I appreciate their initiative of introducing such time-band-led programming on their channel.”

    Will Zee Classic viewers too show similar appreciation?

  • O&M’s new Fevicol TVC takes bonding to the next level

    O&M’s new Fevicol TVC takes bonding to the next level

    MUMAI: Adhesive brand Fevicol has rolled out a new ‘Govinda’ themed TVC based on ‘dahi-handi’ celebrations to reinforce universal bonding that the brand has come to stand for.

    Conceived and developed by Ogilvy & Mather, the TVC highlights how a strong bond and teamwork are central to forming the several-storey high human pyramid that characterizes ‘dahi-handi’ celebrations. 

    Through the trademark ‘humour’ that Fevicol ads are known for, the TVC reinforces the promise of a strong bond that binds people to their culture, strengthening Fevicol’s positioning of being the ultimate adhesive.

    Ogilvy & Mather – South Asia executive chairman and creative director Piyush Pandey said, “Fevicol has always stood for ultimate bonding. Bonding beyond its physical manifestations, bonding of culture and humanity. The new film takes the festival of Govinda (Lord Krishna’s birthday), which is celebrated across the country by people making human pyramids to climb and break the clay pot, which is symbolic of Lord Krishna stealing buttermilk from the Gopis (or Gopikas which in Sanskrit refers to a person in charge of a herd of cows). Fevicol in its tongue-in-cheek humour has created a hyperbole by making a pyramid that can even move from one location to the other.”

    Pidilite Industries CMO Vivek Sharma added, “Over the years, Fevicol has established itself as an iconic brand that has become synonymous with forging a strong bond. Fevicol has embedded itself in Indian consciousness and culture and is now part of everyday lingo. The new TVC reflects this generational bond and affinity that the people of India have for Fevicol.”

  • O&M’s new Fevicol TVC takes bonding to the next level

    O&M’s new Fevicol TVC takes bonding to the next level

    MUMAI: Adhesive brand Fevicol has rolled out a new ‘Govinda’ themed TVC based on ‘dahi-handi’ celebrations to reinforce universal bonding that the brand has come to stand for.

    Conceived and developed by Ogilvy & Mather, the TVC highlights how a strong bond and teamwork are central to forming the several-storey high human pyramid that characterizes ‘dahi-handi’ celebrations. 

    Through the trademark ‘humour’ that Fevicol ads are known for, the TVC reinforces the promise of a strong bond that binds people to their culture, strengthening Fevicol’s positioning of being the ultimate adhesive.

    Ogilvy & Mather – South Asia executive chairman and creative director Piyush Pandey said, “Fevicol has always stood for ultimate bonding. Bonding beyond its physical manifestations, bonding of culture and humanity. The new film takes the festival of Govinda (Lord Krishna’s birthday), which is celebrated across the country by people making human pyramids to climb and break the clay pot, which is symbolic of Lord Krishna stealing buttermilk from the Gopis (or Gopikas which in Sanskrit refers to a person in charge of a herd of cows). Fevicol in its tongue-in-cheek humour has created a hyperbole by making a pyramid that can even move from one location to the other.”

    Pidilite Industries CMO Vivek Sharma added, “Over the years, Fevicol has established itself as an iconic brand that has become synonymous with forging a strong bond. Fevicol has embedded itself in Indian consciousness and culture and is now part of everyday lingo. The new TVC reflects this generational bond and affinity that the people of India have for Fevicol.”

  • Zee allocates 20% of total spends on marketing ‘DID Super Moms 2’

    Zee allocates 20% of total spends on marketing ‘DID Super Moms 2’

    NEW DELHI: Zee is leaving no stones unturned to push the next edition of Dance India Dance (DID) Super Moms. For marketing and publicty, the channel has allocated around 20 per cent of the show’s total budget. The reality show is commencing on 28 March on Zee TV.

     

    Zee TV business head Pradeep Hejmadi told Indiantelevision.com that the marketing will also stress heavily on social media, apart from the usual marketing route on television channels.

     

    Speaking on the sidelines of a press meet here, Hejmadi said that there will be emphasis on advertising actively through radio, but print media may be used only on the day the series is to commence.

     

    However, sponsorships deals for the show have not yet been finalized. The channel is in active discussions with potential advertisers for all categories, including the title sponsor.

     

    Apart from Geeta Kapur and Terence Lewis, who have been part of the jury earlier, actor Govinda has come on as a judge. However, the concept of Maha Guru (a role, which Mithun Chakraborty essayed in the earlier series) has been done away with.

     

    Hejmadi said that auditions were held in 16 cities and towns and post that the 16 shortlisted candidates were called to Mumbai.

     

    The show had also introduced the concept of skippers and the dancers had been divided into three teams, each headed by a skipper, who trained them.

     

    Hejmadi also informed having achieved its core target audience in the first season of the series, the channel has now decided to add some new features.

     

    In order to provide support to the Super Mom, the channel will now highlight the contestants’ ‘super families’ on the show too.

     

    Hejmadi said, “This season aims to celebrate the dancing talent of India’s most graceful mothers yet again and set higher benchmarks for excellence in dance. We have some very interesting contestants this season. While some are dancing for the sheer joy of it, there are others who are reconnecting with a latent talent. There are also some unique cases where the lady in question is participating in the show to redeem herself and dance, as an art form, in the eyes of her family.” 

     

    He added, “We are privileged to have Govinda on board – without a doubt, the most natural, effortless dancing star Bollywood has seen in recent years. With him joining our DID veterans Geeta and Terrence as a judge, we look forward to a season packed with phenomenal performances and some great entertainment.”

     

    The new season will be a 11 week series starting with the auditions of the show, moving into week-on-week eliminations with the top 15 contestants from across the country vying for the coveted title of DID Super Moms.

     

    Television actor Karan Wahi will host the show, which is being produced by Essel Vision Productions, the creative and production studio of Zee Entertainment Enterprises Ltd (Zeel).

     

    Govinda said, “Mothers represent love, caring, nurturing and strength, so it’s going to be wonderful to be surrounded by so many of them in the weeks to come. DID has a set a benchmark for all dance reality shows in terms of the talent it brings forth every season. The creative team of the show has an eye for picking out only the best from across the country. I have just shot a couple of audition episodes and I am floored by the sheer range of talent these mothers have displayed and the reasons that motivate them to dance.”

  • Max to premier ‘Kill Dil’

    Max to premier ‘Kill Dil’

    MUMBAI: Hindi movies and special events channel Max will be premiering the crime drama film, Kill Dil on 24 January, at 8 pm with a repeat telecast on 25 January, at 1 pm.

     

    Directed by Shaad Ali, the movie released in November 2014 and revolves around two professional shooters Dev (Ranveer Singh) and Tutu (Ali Zafar), who work for a local goon Bhaiyaji (Govinda). Will Dev give up his rifle wielding ways when he is introduced to the bold and cunning Disha (Parineeti Chopra)?

     

    Talking about essaying a negative role in the film, Govinda said, “I wasn’t sure that I would be able to do this role because I had to play a hardcore villain in the film. But my wife Sunita said, ‘Take up work that comes your way. Don’t sit at home, go out. Don’t wait for your films to get released’.”

     

    Speaking about his experience of working with Govinda, Singh said, “It is a proud thing for us to know that ours is effectively Govinda’s comeback film. This movie is worth watching for his power packed performance. In fact there is one particular scene, which is a master class in acting in the film which is an eight minute rant – he has all kinds of emotions – the way he has crafted every line is delivered with a different subtext and different emotion.”