Sony Pictures Networks India’s popular dance reality show ‘India’s Best Dancer Season 5’ has strengthened its advertiser roster with the addition of several leading brands, reinforcing the franchise’s appeal among both viewers and marketers.

According to an SPNI press release, the fifth season of the dance reality show has partnered with Vimal Elaichi as the Co-Presenting Sponsor, while Sony BRAVIA and Nirma Advance have joined as Partners on SonyLIV. The partnerships reflect the show’s ability to attract brands looking to engage with family audiences across television and digital platforms.

Over the years, ‘India’s Best Dancer’ has emerged as one of the country’s most successful dance reality properties, consistently delivering strong viewership through a mix of exceptional performances, inspiring contestant journeys and high-quality entertainment. The latest season continues that legacy while expanding its digital reach through SonyLIV.

Built around the theme ‘India Wala Dance’, the new season celebrates the diversity of dance forms across the country. From regional and folk styles to contemporary performances and Bollywood-inspired acts, the show showcases talent from different parts of India, offering audiences a blend of culture, emotion and entertainment.

Adding to the appeal of the season is its star-studded judging panel featuring Jaaved Jaaferi, Karisma Kapoor, Geeta Kapur and Terence Lewis. The show is hosted by Haarsh Limbachiyaa, whose humour and energetic presentation style have become an integral part of the programme’s entertainment quotient.

Commenting on the brand associations, Ranjana Mangala, Executive Vice President and Head of Ad Revenue – Sony LIV and YouTube Growth Strategy, said family-focused and culturally relevant content continues to generate strong engagement among premium connected TV audiences during prime time.

She noted that the continued success of ‘India’s Best Dancer’ is reflected not only in audience loyalty but also in the confidence shown by advertising partners. Mangala added that the addition of Vimal Elaichi, Sony BRAVIA and Nirma Advance further strengthens the franchise and highlights the value of culturally resonant entertainment in creating meaningful consumer connections.

As the competition progresses, the show is expected to maintain its position as one of Sony Entertainment Television and SonyLIV flagship entertainment properties, bringing together memorable performances, inspiring stories and strong brand integrations.