Super Dancer Chapter 5

Super Dancer Chapter 5 is the 2025 season of India's acclaimed children's dance reality franchise on Sony Entertainment Television, with digital streaming on SonyLIV. The season introduced a refreshed competition format by moving directly into the journeys of 12 exceptional young dance prodigies, placing greater emphasis on storytelling, talent, and emotional connections from the very first episode. As Channel Marketing Manager, I led the end-to-end digital content marketing strategy, partnering with Creative, Programming, Production, Broadcast, Digital, and the external social media agency to execute an always-on, integrated campaign across television and digital platforms, driving sustained audience engagement from launch through the grand finale.

Generate awareness before launch, sustain engagement throughout the season, convert weekly episodes into shareable moments, support tune-in, and outperform in a highly competitive entertainment landscape.

• Developed weekly content calendars and planned the digital content strategy
• Aligned and managed the external Social Media Agency
• Coordinated cross-functional teams across Creative, Programming, Production and Broadcast
• Managed campaign timelines and assets, identified real-time opportunities
• Monitored performance and optimised content using audience insights

• Content-first storytelling built around weekly episode planning
• Performance-led content paired with emotional storytelling
• Platform-native formats for Facebook, Instagram and X
• Real-time marketing and data-driven optimisation
• Close collaboration across internal teams and agency partners

• Built weekly content calendars and briefed the agency
• Coordinated creative production and managed assets from planning through publishing
• Ensured timely execution around every episode
• Optimised publishing schedules and maintained campaign consistency

Content deployed across Instagram, Facebook, YouTube & X

Every content format was strategically adapted and distributed across all major social platforms to maximize reach, engagement, audience participation, and real-time conversation throughout the season.

442M+ impressions, 15M+ engagements, 727 campaign assets published and a 3.3% engagement rate against an industry benchmark of 1.3%–2.1%, alongside a 1.2 Average TVR and 3.6% Average Reach — outperforming comparable flagship reality shows on both TVR and Reach.

• Successful entertainment campaigns combine structured planning with agile execution
• Weekly content calendars and agency alignment keep an always-on campaign consistent
• Platform-native storytelling and cross-functional collaboration sustain engagement across a full season