Over the last three decades, Zee TV has been a pioneer in shaping the contours of reality television in India, introducing audiences to homegrown non-fiction formats like Sa Re Ga Ma Pa, Dance India Dance, and India's Best Dramebaaz. These properties have not only emerged as immensely popular talent-based reality TV franchises but have become an integral part of India's rich culture. In fact, launched earlier this year, season 5 of DID L'il Masters consistently topped viewership charts throughout its run, standing testament to the channel's finger on the pulse of the audience when it comes to talent-based reality formats. And now, after receiving an overwhelming response to the previous two seasons that introduced audiences to some truly exceptional dancing mothers, Zee TV has just returned with the 3rd edition of its popular non-fiction property – DID Super Moms, which premiered over the weekend.
Zee TV Business Head Aparna Bhosle said, “DID Super Moms is one of the most differentiated shows in the non-fiction ecosystem. It provides a great platform for women across India to reconnect with their dancing talent after marriage and kids. We are here to reignite that spark and help them resume their journeys towards their dreams and aspirations. It is heartening to see more and more families encouraging their women to follow their passions. This is the India we wish to celebrate on DID Super Moms and we're excited to have an all-new panel of judges with Urmila Matondkar and Bhagyashree Dassani joining Remo D'Souza this season."
The channel set out on a promotional blitzkrieg across the country to ensure that the new season creates mass hysteria of an unforeseen magnitude. With an aim to salute mothers across India who have always put their family interests before their own but are now finally on their way to give wings to their own dreams, Zee TV conducted several ingenious activities across the country. A social experiment
in prominent malls of Mumbai and Ahmedabad asked mothers and their children questions about each other. At the end of this experiment, a touching montage highlighting how our mothers literally live their lives around us and how little we, as their children, know about their personal dreams and aspirations was created. The core idea was to wake us up to the fact that our mothers have an identity beyond being just our moms and that we need to turn into their biggest cheerleaders and support them in their journeys of reaching out to their goals and aspirations. This video available at https://www.instagram.com/tv/CfYdBH_hAK1/?igshid=YmMyMTA2M2Y=
has been seeing immense virality across social media platforms.
Another interesting coup pulled off by the marketing team at Zee TV is a reel put up by none other than popular television actor Rupali Ganguly - https://www.instagram.com/reel/CfbijzZgrbU/?igshid=YmMyMTA2M2Y=
where she turns into a cheerleader for her mother who had auditioned for DID Super Moms in 2013 and every other super mom in the country. Re-living that memory, she danced to the title track of the show. Rupali extending an arm of support to the new batch of Super Moms who are setting out to pursue their own dance passions and carving an identity of their own with the support of their own family sits beautifully in sync with the journey of her popular on-screen character. This hook step challenge she participated in is called #SuperMomKaSuperStep
and it has brought the entire dance influencer community together where children along with their Super Moms are recreating the hook-step that was kickstarted by the judges – Remo D'Souza, Urmila Matondkar, Bhagyashree Dassani & host Jay Bhanushali. While these dance reels have gone viral, social media is also buzzing with heartening messages from people across the country encouraging women to follow their dreams and passions.
Celebrated the relentless spirit of some truly exceptional super achievers who have continued to scale even greater heights post motherhood, Zee TV sent DID Super Moms hampers to celebrity moms from different walks of life including Anushka Sharma, Anita Hassanandani, Juhi Parmar, wrestler Babita Phogat, chef Pankaj Bhadouria, singer Neeti Mohan and journalists from the media fraternity. Apart from saluting their spirit, Zee TV hopes to gives wings to the dreams of moms across India, motivate them to pursue their passions and become Super Moms!
Another interesting layer to this innovative campaign had influencers Bhavin Bhanushali of Mumbai & Yuvraj Dua of Delhi drive people's attention to volunteers lining the streets in both the metros with placards that read – 'Khana Time Pe Kha Lena Beta', 'All The Best, Beta', 'Phone Kyun Nahi Uthate Beta?' indicated the selfless and nurturing attitude of mothers who take care of their family. A pertinent question was raised where the people of Mumbai, Delhi & Ahmedabad were asked – How many of you ask these very questions to your mother? These posts populated under #JustSuperMomThings urged all of us to think more about our mothers, their goals and aspirations and join Zee TV in its journey of celebrating the dreams and passions of India's mothers on DID Super Moms.
The marketing innovations have created significant trade buzz with rave reviews of the campaign seen across key media marketing portals:
Zee TV flexes its innovation muscle on the eve of DID Super Moms Launch
Zee TV goes all out to promote 'DID Super Moms:Season3'
Zee TV to celebrate the dancing talents of India's mothers with the third season of DID SuperMoms
Zee TV rolls out a 360-degree campaign for DID Super Moms
Zee TV rolls out integrated campaign for 3rd edition of DID Super Moms
Zee TV is ready to celebrate the dancing talents of India's mothers with the third season of DID Super Moms
Zee TV is all set to celebrate the dancing talents of India's mothers with the third season of DID Super Moms
Report By: Divya Joshi