Discover how digiPanda amplified Dance India Dance’s regional presence with viral content, reaching millions across social platforms.
digiPanda suggested a strategy that involved high-quality, targeted content to be shared organically through D.I.D’s social media accounts – particularly on Facebook and Instagram.
Lakhs Followers on Facebook
Lakhs Followers on Instagram
Total Reach
The makers of the Indian reality TV show were looking to establish a strong viewership base for four of their newly introduced zones. They also sought to build them into individual brand names under the TV show’s guardianship. The makers’ objective for creating these four handles was to convert all viewers into participants through a series of User-Generated Content (UGC) campaigns. It was seen as a project that was supposed to set a benchmark for future marketing operations of D.I.D
DID faced several challenges, including
Zee TV wished to partner with an agency that could enhance the outreach of these region-specific handles by generating and marketing content in the digital space.
digiPanda designed a streamlined and efficient approach that maximises existing content while minimising additional workload.
digiPanda proposed a strategy focused on curating high-quality content from existing footage, including behind-the-scenes snippets, audition footage, and unreleased material. This content was shared organically across DID’s social media platforms, primarily Facebook and Instagram.
With limited airtime on TV, digiPanda recognized that the untelevised content would offer exclusivity and intrigue for digital audiences. Campaigns like “Snippets from Episodes,” “Dance Tutorial Videos,” and “Behind the Scenes" were designed to maximize engagement and connect with viewers uniquely.
To engage regional audiences, campaigns such as the “Rajni Fever Challenge” were launched, allowing fans to recreate iconic Rajnikanth moves. This allowed DID to expand its reach and foster strong connections with South Indian viewers.
The content strategy resulted in substantial growth on both Facebook and Instagram, with campaigns that resonated with both national and regional audiences.
Ask the Janta generated heavy traffic on DID’s Facebook page through interactive quizzes, while Behind the Scenes and Audition Videos created organic traction.
Fans actively participated in campaigns like Rajni Fever Challenge and uploaded videos, making it a viral sensation.
— Team D.I.D
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