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Flash mobs promote Zee Dance India Dance show

Flash dance mobs are becoming a rage and what better idea than this to promote a dance show. Zee TV conceptualised the dance mob event across Mumbai and Delhi to promote their Dance India Dance (DID) show. It was managed and choreographed by Swastika Entertainment.

This being the Christmas weekend, Zee TV reached out to people in high footfall areas across Mumbai and Delhi. "This is that time of the year when a lot of people are out, so we can reach out to more people at the same time. The highest recall value of an event is when people are caught by surprise," said Akash Chawla, Marketing Head, Zee.

The event began in Delhi on Dec. 22 with a flash mob at PVR Saket Market. Then on Dec. 23, it moved to Rajouri Garden Market, where it was performed four times at different timings. At Churchgate station, Mumbai, 100 dancers appeared out of nowhere, danced to Bollywood tracks Dhinka Chika and Saddi Galli, and the Dance India Dance title track. It was also organised at Flora Fountain and Fashion Street in Mumbai for the first time. "The public joined in with the performance at all the sites, turning each performance into a wonderful experience," said Amit Verma, Managing Director, Swastika Entertainment.

Over the weekend, these flash mobs attacked cinema halls with a vengeance. During the intervals, the group appeared out of nowhere, yet everywhere, and swayed to a medley of tunes from Bollywood flicks DesiBoyz and Ra.One, and ended with the DID title track playing up on screen as well. It was organised at PVR Saket, Satyam Janakpuri, PVR Phoenix Mall, Eros Cinema, and Cinemax at Infinity Mall.

Swastika Entertainment has been working with Zee for more than three years and because of their familiarity with Zee, they managed this event for them.

Heartbeat Digital was the partner for the sound equipment and Ramesh Patel choreographed the event with dancers from within the company.


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