Colors, the Hindi GEC from Viacom18, has backed its new offering Jhalak Dikhla Jaa with an aggressive multimedia launch campaign. A radio roadblock on Radio Mirchi’s stations in 13 cities on Saturday, 16 June, marked the last phase of the pre-launch campaign. The show started airing the same evening.
Colors backs Jhalak Dilkhla Jaa 5 launch with radio road block, mass media push
Chooses reach over activation for mass reality show; zooms in on 30 cities and towns in Hindi speaking markets
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