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Dance India Dance 3 promotion through dance mob at Don 2 intervals

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Makers of Dance India Dance 3 (DID 3) have come up with a unique way of promoting the reality show's upcoming season with dance mobs being performed at intervals of Shahrukh Khan starrer Don 2 in various theatres. The dance mob, which had a group of 50 professional performers entertaining the audience for five minutes at the intermission of the film, took place at two theatres in the national capital on Saturday.

The dance mob began with popular Bollywood chartbusters and reached a crescendo when the signature tune of Zee TV show was played. "We have launched this season of DID during the festive season and along with one of the major blockbusters of this year. So, keeping in mind the high footfall in theatres and markets during this time, we thought we should present something that will surprise people and at the same time make them recall their favourite dance show through dance," said Akash Chawla, Head of Marketing, National Channels Zee.

Though the earlier attempt of a flash mob in the Capital to promote the same show was cancelled by cops, the channel took every precaution this time. "We have taken necessary permission from the higher authority to make it happen in various places. We believe in innovative ways of promoting our show rather than following the conventional way," Chawla added.

The third edition of Dance India Dance that went on air yesterday saw Terence Lewis, Geeta Kapoor and Remo D'souza as the judges along with grand master Mithun Chakraborty.

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