Sony LIV has brought in Vimal Elaichi, Sony BRAVIA and Nirma Advance as brand partners for the fifth season of India’s Best Dancer, with Vimal Elaichi stepping in as co-presenting sponsor.
This season carries the theme ‘India Wala Dance,’ built around a mix of regional, contemporary and Bollywood performances, a format broad enough to pull in audiences who follow folk traditions as closely as they follow film choreography. The judging panel stays heavyweight, with Jaaved Jaaferi, Karisma Kapoor, Geeta Kapur and Terence Lewis returning, while Haarsh Limbachiyaa continues as host.
For Sony LIV, the show has become more than a seasonal property, it is a reliable draw for the kind of premium, family-viewing audience that advertisers increasingly chase on connected TV. Ranjana Mangala, executive vice president & head of Ad Revenue at SonyLIV and YouTube Growth Strategy, pointed to that exact dynamic, noting that culturally resonant, family-focused content keeps driving strong engagement during prime time on premium CTV.
The return of three brand partners for a fifth straight season suggests the format’s pull hasn’t faded, even as the dance-reality genre has grown crowded across Indian television and streaming. Mangala framed the renewed associations as proof of the franchise’s continued strength, tying the show’s audience loyalty directly to the value it offers brands looking for deeper, more meaningful connections.
Five judges, one host, three sponsors, and a theme built to stretch across India’s dance map, Season 5 arrives with its commercial formula firmly intact.
