Jhalakdikhhlajaa: From the studio to the streets

The launch of JhalakDikhhlaJaa, the Indian version oI BBC’V StrictOy ComH DDQciQJ DQG ABC’V DDQciQJ witK tKH StDrV tKDt wHQt oQ Dir oQ JXQH 16, 2012, wDV supported by an extensive OOH coverage in Over 22 cities across a wide array of 1500 high impact media touch points. The campaign that included a mixed bag of innovative ideas has been conceptualized & imSOHmHQtHG by MiOHVtoQH BrDQGcom. 7KH corH communication objective was to create intrigue for the upcoming show, build salience for the brand and maximize impact through high visibility, scale and innovation. To ensure that the right audiences were reached, a high intensity OOH plan across the key target mDrNHtV –MXmbDi, DHOKi, UP, GXjDrDt, MP, MDKDrDVKtrD & RDjDVtKDQ DQG DcroVV mass media touch points varying from billboards, bus shelters, metro signages and pillars to bus panels, lift branding, station brDQGiQJ & XtiOitiHV, wDV HxHcXtHG. 7KH two iQQovDtioQV executed for the show were conceptualized around the “disco ball” element that relates directly to dance. The firVt wDV D GiJDQtic DiVco bDOO Dt D NHy DrtHriDO roXtH iQ MXmbDi – MDKim cDXVHwDy. 7KH GiVco bDOO, VSDrNOiQJ through the night was set up on a rotating disc. It was visible from a distance of over 500 metres. The execution ensured that every passerby stopped and glanced at it. The second execution at Juhu, Tulip Star junction, was that of a “shiny disco ball.” The hoarding was lit from various points and it appeared as if the GiVco bDOO wDV JOiVtHQiQJ iQ tKH QiJKt. WHOO, tKH cDmSDiJQ certainly seems to have generated the desired buzz and hype around the launch of the show