Zee TV's Dance India Dance partners with Reebok; announces the DID apparel range

It's after nearly three months of anxiety, sleepless nights and intense moments that the aspirants of "Sunehri Taqdeer ki Topi' have left the grueling audition process behind. It's time now to announce the ADBHUT 18 contestants who have crossed all barriers successfully and sealed their place in the hearts of Master Geeta Kapur, Terence Lewis and Remo D' Souza. All those hours of sweating and stretching will be now rewarded with a chance to be on the coveted stage of Dance India Dance and dazzle the viewers with breathtaking performances. The dream to dance on a song choreographed by the Masters; to hear the burst of applause by the audiences and to get a grand salute by Grandmaster Mithun Da will all come true for these lucky 18 contestants now!

The much admired Masters of the show, Remo D'Souza, Geeta Kapoor and Terence Lewis are here in Delhi today to announce the names of the ADBHUT 18 who have secured their places in "REMO KE RANGEELEY', "GEETA KI GANG' and "TERENCE KI TOLI'.

Said Ashish Golwalkar, Non Fiction Head of Zee TV on the occasion,"This is a momentous occasion for us. After weeks of rigor, contemplation and deliberation we have finally chosen our "Adbhut 18' contestants. The contestants were handpicked totally on the basis of their skill, innovative presentation, versatility and "never give up' attitude towards dance. These contestants not only use their creativity but also mould themselves beautifully into the style of each Master. The desire to perform and excel is so strong in these contestants that it has only helped us to raise the bar of the show in terms of its competitiveness. Zee as a channel takes immense pride in the fact that Dance has boomed in popularity in India because of a show like Dance India Dance. I urge the viewers who have still not tuned into the show, to definitely watch out for the Gala opening episode of DID on 14th and 15th Jan, I promise you, it will take your breath away for sure."

The selection procedure was an arduous task. After auditioning participants from 22 cities, 100 contestants were called to Mumbai for the Mega auditions. In the mega audition, the hundred contestants had to learn 3 styles of choreography i.e. Hip Hop style of Master Remo, Bollywood style of Master Geeta and Contemporary style of Master Terence, all in one single day. Out of the hundred, the 36 contestants who were successful in emulating all the three styles of the Masters with élan were selected for the next round, which was the solo choreography round. In the solo choreography, the contestants who showed maximum promise were selected in the TOP 18 and were certified as Adbhut Athara.

This moment is also significant as DID announces its tie-up with sportswear giant Reebok. Over the years, Dance India Dance has become a cult property and trend setter in the genre. Continuing with the tradition of exploring differentiated marketing on DID; this season the channel has ventured into an unexplored territory, the Revenue Sharing and Licensing Deal with Reebok.

Said Akash Chawla, Head-Marketing, National Channels, ZEEL regarding the Licensing and Merchandising with Reebok, "The DID brand stands for great quality of dancing and extreme rigor. DID has always been a progressive brand which has been an aspiration to many. Taking this forward, this season we have ventured into a licensing contract with Reebok. This is a first at Zee TV that a costume rang will be unveiled. As a part of this arrangement, Reebok has designed a customized range of DID dance gear and will retail it in nearly 100 outlets across the country. This will help us to extend our brands into new product categories to drive strategic growth for the company and will also help increase the popularity of the brand."

Said Sajid Shamim, Brand Director, Reebok, "At Reebok, we have always focused our efforts on creating products that bring elements of life, sport and style together. Through this association with "Dance India Dance', we are celebrating fitness through the medium of dance which at its core is fun and enjoyable. We believe that the Dance India Dance collection, has taken its inspiration from the various forms of dance. Comprising of graphic t-shirts in vibrant and bright colours, this collection celebrates the spirit of dance."