"Happy New Year" director Farah Khan, along with the film's actors -- Shah Rukh Khan, Abhishek Bachchan, Boman Irani, Sonu Sood and Vivaan Shah -- launched the show at a lively press conference, where the media sampled the vivacious energy of two participants. With participants as varied as Delhi-based nurse Nora Jon, who serves patients round the clock and then dances behind closed doors because it gives her unmatched joy; and a kitty party gang of middle-aged women who bond over dancing, the show, spread across a five-week format and a multi-city tour, attempts to give a platform to those who feel happy when they dance and spread happiness with their even not-so-perfect talent.

As Punit Goenka, managing director and chief executive officer, ZEEL, put it: "If 'Dance India Dance' is about celebrating dance as art form, Dil Se Naachein...' is about celebrating it as a 'heart' form. "The show's format requires the film's actors to be "Agents of Happiness", and in this role, they will judge participants in four cities -- Mumbai, Delhi, Indore and Ahmedabad via a joyride on a "Happy Dancing" bus. The show, which will go on air Oct 11, has called for entries from dance enthusiasts across the country. Dancers who have been shortlisted after their 'Happy Dancing' video have been shortlisted, will get a chance to perform in front of the "Agents of Happiness". Shah Rukh believes the show is a "perfect fit" for the movie, a heist drama which comes from his home production Red Chillies Entertainment.

Talking about the show, which takes film integration on TV and multi-city promotional tours for movies to another level, he said: "It is an amazing brand fit for our film, which also is a story of how a group of non-dancers go on to win hearts because se dances 'dil se'. "The film's leading lady, Deepika Padukone was missing from the event, but Shah Rukh apologised on her behalf and revealed that she is suffering from a bad throat ever since they have returned  from their recent tour from the US.

Nevertheless, the 'men in black' and their fun loving director added humor and chutzpah to the launch. Farah and Boman did an impromptu jig, while Sonu and Abhishek regaled the audience with their bits of dance. At the end, the film's team invited all photographers to let loose and dance.


Latest news from Entertainment News Desk