Zee TV rolls out a 360-degree campaign for its reality show DID Super Moms 3


Mumbai: Over the past three decades, Zee TV has been a pioneer in defining the contours of reality television in India, bringing audiences to local non-fiction formats like Sa Re Ga Ma Pa, Dance India Dance and India’s Best Dramebaaz. These properties have not only become immensely popular talent-based reality TV franchises, but have become an integral part of India’s rich culture. Indeed, launched earlier this year, season five of DID L’il Masters consistently topped the ratings charts throughout its run, testifying the channel’s finger on the pulse of audiences when it comes to talent-based reality formats. And now, after receiving an overwhelming response to the previous two seasons which introduced audiences to some truly exceptional dancing mothers, Zee TV is ready to return with the third edition of its popular non-fiction property – DID Super Moms, which will air every Saturday and Sunday at 9 p.m. starting July 2.

As the long-awaited launch of Did Super Moms season 3, the channel has launched a promotional campaign across the country to ensure that the new season creates mass hysteria on an unforeseen scale. In a bid to salute mothers across India who have always put their family interests ahead of their own but are finally on the verge of giving wings to their own dreams, Zee TV has carried out several ingenious activities across the country . A social experiment in major shopping malls in Mumbai and Ahmedabad asked mothers and their children questions about each other. At the end of this experience, a touching montage highlighting how our mothers literally live their lives around us and how little we as children know about their personal dreams and aspirations was created. The central idea was to wake us up to the fact that our mothers have an identity beyond just being our mothers and that we must become their greatest cheerleaders and support them in their journeys to achieve their goals and their aspirations.

Another interesting stunt pulled off by the Zee TV marketing team is a reel set up by none other than popular TV actor Rupali Ganguly, where she turns into a cheerleader for her mother who had auditioned for DID Super Moms in 2013 and all the other super moms in the country. Reliving that memory, she danced to the show’s title track. Rupali extending an arm of support to the new group of super moms who are embarking on the pursuit of their own dance passions and forging their own identities with the support of their own families is beautifully synchronized with her popular on-screen journey. character. This crochet step challenge she participated in is called #SuperMomKaSuperStep and it brought together the entire dance influencer community where kids and their super moms recreate the crochet step that was started by the judges – Remo D’ Souza, Urmila Matondkar, Bhagyashree Dassani and host Jay Bhanushali. As these dance reels have gone viral, social media is also buzzing with encouraging posts from people across the country encouraging women to follow their dreams and passions.

Embed link: https://www.instagram.com/reel/CfbijzZgrbU/?igshid=YmMyMTA2M2Y=

Celebrating the relentless spirit of some truly exceptional super achievers who have gone on to reach even greater heights after motherhood, Zee TV sent DID super moms baskets to celebrity moms from different walks of life, including Anushka Sharma, Anita Hassanandani, Juhi Parmar, wrestler Babita Phogat, chef Pankaj Bhaduria, singer Neeti Mohan and journalists from the media fraternity. In addition to saluting their spirit, Zee TV hopes to give wings to the dreams of mums across India, motivating them to pursue their passions and become super mums!

Another interesting layer of this innovative campaign was that influencers Bhavin Bhanushali from Mumbai and Yuvraj Dua from Delhi drew people’s attention to the volunteers lining the streets in both metros with signs that read – ‘Khana Time Pe Kha Lena Beta’, ‘All The Best, Beta’, ‘Kyun Nahi Uthate Beta Phone?’ indicating the selfless and nurturing attitude of mothers caring for their families. A relevant question was raised where the people of Mumbai, Delhi and Ahmedabad were interviewed – How many of you ask your mother these same questions? These messages filled under #JustSuperMomThings urged us all to reflect more on our mothers, their goals and aspirations and to join Zee TV in its journey of celebrating the dreams and passions of Indian mothers on DID super moms.

With so many heartwarming ideas and initiatives that spark multiple conversations around the journeys from moms to super moms, DID super moms looks set for a really buzzy launch.


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