Campaign details

Brand: Colors
Brand owner: Viacom
Agencies: Leo Burnett, Madison
Country: India
Industries: Tv channels, services, programmes
Media channels: Cinema, Events & experiential, Integrated, Newspapers, Online video, Outdoor, out-of-home, Radio & audio, Social media, Television
Budget: Up to 500k

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 the country to participate in the talent show.

The campaign effort saw the use of innovative Dance Deewane Energy Floors, where people were invited to dance and convert kinetic energy into electrical energy. The kinetic energy produced through the Energy Floors was stored as electricity in batteries which were then distributed among dance schools in India, in regions where electricity is scarce, or where frequent power cuts mean children are unable to practise.