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Zee TV rolls out 360-degree campaign for its reality show DID Super Moms 3
Mumbai: Over the last three decades, Zee TV has been a pioneer in shaping the contours of reality television in India, introducing audiences to homegrown non-fiction formats like Sa Re Ga Ma Pa, Dance India Dance, and India’s Best Dramebaaz. These properties have not only emerged as immensely popular talent-based reality TV franchises but have become an integral part of India’s rich culture. In fact, launched earlier this year, season five of DID L’il Masters consistently topped viewership charts throughout its run, standing testament to the channel’s finger on the pulse of the audience when it comes to talent-based reality formats. And now, after receiving an overwhelming response to the previous two seasons that introduced audiences to some truly exceptional dancing mothers, Zee TV is all set to return with the third edition of its popular nonfiction property – DID Super Moms, which will air every Saturday and Sunday at 9 pm from 2nd July onwards.
In the run-up to the much-awaited launch of DID Super Moms season 3, the channel has set out on a promotional blitzkrieg across the country to ensure that the new season creates mass hysteria of an unforeseen magnitude. With an aim to salute mothers across India who have always put their family interests before their own but are now finally on their way to give wings to their own dreams, Zee TV conducted several ingenious activities across the country. A social experiment in prominent malls of Mumbai and Ahmedabad asked mothers and their children questions about each other. At the end of this experiment, a touching montage highlighting how our mothers literally live their lives around us and how little we, as their children, know about their personal dreams and aspirations was created. The core idea was to wake us up to the fact that our mothers have an identity beyond being just our moms and that we need to turn into their biggest cheerleaders and support them in their journeys of reaching out to their goals and aspirations.
Another interesting coup pulled off by the marketing team at Zee TV is a reel put up by none other than popular television actor Rupali Ganguly, where she turns into a cheerleader for her mother who had auditioned for DID Super Moms in 2013 and every other super mom in the country. Re-living that memory, she danced to the title track of the show. Rupali extending an arm of support to the new batch of super moms who are setting out to pursue their own dance passions and carving an identity of their own with the support of their own family sits beautifully in sync with the journey of her popular on-screen character. This hook step challenge she participated in is called #SuperMomKaSuperStep and it has brought the entire dance influencer community together where children along with their super moms are recreating the hook-step that was kickstarted by the judges – Remo D’Souza, Urmila Matondkar, Bhagyashree Dassani & host Jay Bhanushali. While these dance reels have gone viral, social media is also buzzing with heartening messages from people across the country encouraging women to follow their dreams and passions.
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Celebrating the relentless spirit of some truly exceptional super achievers who have continued to scale even greater heights post motherhood, Zee TV sent DID Super Moms hampers 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. Apart from saluting their spirit, Zee TV hopes to give wings to the dreams of moms across India, motivate them to pursue their passions and become super moms!
Another interesting layer to this innovative campaign had influencers Bhavin Bhanushali of Mumbai & Yuvraj Dua of Delhi drive people’s attention to volunteers lining the streets in both the metros with placards that read – ‘Khana Time Pe Kha Lena Beta’, ‘All The Best, Beta’, ‘Phone Kyun Nahi Uthate Beta?’ indicating the selfless and nurturing attitude of mothers who take care of their family. A pertinent question was raised where the people of Mumbai, Delhi & Ahmedabad were asked – How many of you ask these very questions to your mother? These posts populated under #JustSuperMomThings urged all of us to think more about our mothers, their goals and aspirations and join Zee TV in its journey of celebrating the dreams and passions of India’s mothers on DID Super Moms.
With so many heart-warming ideas and initiatives driving multiple conversations around the journeys of moms to super moms, DID Super Moms seems poised for a truly buzzy launch.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
