GECs
India’s Best Dancer Season 5 attracts top brands as viewership grows
Vimal Elaichi, Sony Bravia and Nirma Advance partner with Sony Liv show.
MUMBAI: The advertisers have found their rhythm and it’s dancing to a prime-time beat. Sony Pictures Networks India’s flagship dance reality franchise India’s Best Dancer Season 5 is not just winning applause from viewers; it is also drawing growing interest from brands eager to tap into one of television’s most loyal family audiences.
As the show enters its milestone fifth season, Sony Liv has strengthened its commercial roster with a fresh lineup of advertisers. Vimal Elaichi has joined as co-presenting sponsor, while Sony BRAVIA and Nirma Advance have come on board as Partners, underscoring the show’s continued appeal across both television and digital platforms.
Built around the theme ‘India Wala Dance’, the latest season celebrates the country’s rich and diverse dance culture, blending regional folk traditions, contemporary styles, street performances and Bollywood spectacle into a single entertainment package. The result is a format that continues to resonate with audiences across age groups and geographies.
The show’s enduring popularity has made it an attractive destination for advertisers seeking meaningful engagement rather than fleeting impressions. As audiences increasingly consume entertainment across connected televisions and digital platforms, family-oriented reality shows remain among the few formats capable of delivering both scale and sustained attention.
Adding star power to the season is a judging panel featuring dance veteran Jaaved Jaaferi, Bollywood actor Karisma Kapoor, choreographer Geeta Kapur and dance expert Terence Lewis. Host Haarsh Limbachiyaa brings his trademark wit and energy, helping balance high-octane performances with lighter moments that keep viewers invested.
The latest brand partnerships reflect a broader trend within the entertainment industry, where advertisers are gravitating towards culturally rooted properties that generate conversation beyond the screen. For brands, the attraction lies not only in viewership numbers but also in the emotional connection such programmes foster with audiences.
With strong sponsorship backing, celebrity appeal and a format that continues to evolve while staying true to its roots, India’s Best Dancer Season 5 appears to have struck the right chord once again. In a crowded entertainment landscape, the show’s biggest achievement may be proving that when talent takes centre stage, both viewers and advertisers are happy to follow the beat.
