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Dance India Dance back on screen from 24 December

The third season of Zee TV's dance reality show 'Dance India Dance' will air at prime time beginning on 24 December, following an ambitious multimedia marketing campaign across the south Asian country.

"We are strongly focusing on new media for our marketing. We are undertaking various on-ground activities, and with Christmas and New Year round the corner, we are going to do a lot of innovative marketing. We will start with a mobile campaign in the next three days," Akash Chawla, head of marketing, national channels, Zee Entertainment Enterprises Ltd told Exchange4media.

"There will be innovative mobile van activations, flash mobs at railway and bus stations, catchy dance-related one-liners and phrases that would adorn autorickshaws in many cities. Apart from these, theatres, multiplexes and malls in all major cities will have attention grabbing 'Dance India Dance' branding to create buzz about the show," he added.

The show, which will go out at 8.30pm, is part of a crop of new content promised by Zee. A new fiction show, 'Afsar Bitiya', will be on screens from Monday to Friday, beginning 19 December, while more prime time fiction programmes encompassing a number of concepts are scheduled for 2012.

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