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Last year saw Shah Rukh Khan, Deepika Padukone and Rohit Shetty agressively marketing Chennai Expressthrough city tours and events.
This time around, Khan has teamed upwith Zee Entertainment Enterprises Limited (ZEEL) to promote the filmthrough a dance reality show called Dil Se Naachein Indiawaale on itsflagship general entertainment channel Zee TV.
The show is positioned as India's first ever multi-city dance tour in search of the happiest dancer.
Co-produced by ZEEL's production armEssel Vision and Shah Rukh Khan's Red Chilies Entertainment, the showwill tour Mumbai, Delhi, Ahmedabad and Indore in the coming days.
Present on the road-shows will be members of the cast of theDiwali-release Happy New Year, including Shahrukh Khan, DeepikaPadukone, Abhishek Bachchan, Farah Khan, Sonu Sood, Boman Irani andVivaan Shah.
The tour will kick off in Mumbai onOctober 7 and the show will go on air from the first week of themonth. Spanning across five weeks, the show selected contestants fromeach city will compete in a finale to win the title.
Shah Rukh Khan, said, "For ourfilm, Happy New Year, we wanted to move away from the conventionalformat of city tours where we only get to spend a few minutes talkingto the crowd in a mall or a movie theatre. This time we wanted to goout there and thank them by entertaining them and giving back thelove they always give us. When Zee approached us with the concept ofa show that celebrates the sheer happiness of dancing as againstselecting the most trained and technically sound dancers, itinstantly appealed."
The participants on the show will beshortlisted from the 'Happy Dancing' videos that danceenthusiasts send in from across the country.
These dancers will thenget the opportunity to showcase their acts in front of thestar-studded panel dubbed 'Agents of Happiness' who will travelin a vehicle known as the 'Happy Dancing' Bus. The show will servethe dual purpose of promotion for Happy New Year and festiveentertainment for Zee Tv viewers in this manner.
Namit Sharma, Programming Head, Zee TVsays "With Dance India Dance, we celebrated dance as an art form.With 'Dil Se Naachein Indiawaale', we celebrate it as a 'heart'form. It's the first-of-its-kind television show to set out on amulti-city bus ride in search of the happiest dancer.
The core ideabehind the show is to look at dance as a means and an outlet toexpress all the joy, life, spunk and happiness you have within you.We are not looking for trained dancers who're perfect with theirtechnique, we're looking for that contestant who can bring a smileon to people's faces with their happy dancing."
"The concept also holds well with ourfilm. This will be our unique way of promoting our film in differentcities. It gives all seven of us - Farah, Deepika, Abhishek, Boman,Sonu, Vivaan & I - an opportunity to reach out to everybody inIndia who unknowingly respond to any rhythm or music. All of us willbe performing and judging in this show. The idea is to spread cheerand happiness wherever we all go!" Shah Rukh Khan adds.
Red Chilies will be returning totelevision production after almost three years. It has in the pastproduced shows like Tere Mere Beach Mein (on Star Plus), the talkshow hosted by director-choreographer Farah Khan, Ye Parindey onChannel V, First Ladies with Abu and Sandeep, also a chat show hostedby the designer duo of Abu Jaani and Sandeep Khosla on NDTV GoodTimes and Ghar ki Baat on NDTV Imagine.
Essel Vision is the production arm of ZEEL which produces the dance reality show Dance India Dance (DID)and its variations (DID Lil Masters and DID Moms) apart from singingtalent show SaReGaMa, fiction horror show Fear Files and reality showIndia ke Best Dramebaaz.
The show's title sponsor is MarutiSuzuki Alto K 10 while the co-powered by sponsors are Askmebazaar.com & L'Oreal Paris Fall Repair 3X. The associate sponsors on the show are Kansai Nerolac and Everyuth Naturals Scrub.
