To simulcast the show on 5 network channels; launches innovative and disruptive Marketing Campaign to reach the right TG.
BestMediaInfo Bureau | Delhi | June 14, 2011
The stage is set to dazzle viewers with the best in dancing talent, featuring a show-stopping Bollywood heartthrob, and skillful moves that will leave you breathless. Hold on to your sofas, Maruti Suzuki presents, "Just Dance", powered by Cadbury Bournvita, startingÂ June 18th, every Saturday & Sunday at 9pm.
Starring the God of Dance, Hrithik Roshan, âJUST DANCEâ is the ultimate Dance Reality Show from the STAR India network. In a bold move that demonstrates Star Indiaâs confidence in the property - Just Dance will be simulcastÂ in HSM markets onÂ Star Plus, Star Pravah andÂ Star One, and will have a deferred telecast in the South channels Asianet andÂ Star Vijay.
Sanjay Gupta COO Star India said,Â "With this bold move, Just Dance will transcend language and geography, and provide differentiated content for consumers. It will offer advertisers an unparalleled opportunity to maximize reach and unlock value. This is a significant initiativeÂ towards monetizing the pan India power of the Star brand and showcasing its content on a platform larger than anyone else." What makes Just Dance different? In JUST DANCE, the best of dance talent has been chosen following a series of global auditions in cities from New York to Kolkata, giving dance aficionados their chance to make their ultimate dream come true - to match their steps with Hrithik himself. In a stupendous response to the auditions that covered 30,000 contestants, 52 contestants were selected to rock the âJust Danceâ stage. They will showcase their unique dance moves to ace choreographers, Farah Khan and Vaibhavi Merchant along with Hrithik Roshan himself. Internationally acclaimed choreographers have also been invited to contribute the cream of their skills in training the contestants: Terence Lewis in Contemporary Dance, Saroj Khan in Indian, and Michelle Johnston in International Choreography.
The show emphasizes quality over quantity. The drama quotient will be heightened with the spirit of competition. The dancersâ intense training and Hrithikâs personal involvement will push them to transform from dancers to performing stars!
Besides being the ultimate dance reality show platform, âJust Danceâ will result in the emergence of the Ultimate Indian Dance Champion, the most talented of them all, who will be crowned the winner and given the opportunity to dance with Hrithik in a unique platform and awarded Rs 1 crore in cash and a Swift from Maruti Suzuki.
STAR India has created several touch points for viewers with an innovative and disruptive Marketing Campaign that includes four music videos, several digital initiatives and many more that will help establish a direct connect with the target audience. Star India has executed a never seen before marketing innovation that allows viewers to dance with Hrithik and share the same screen through a unique âaugmented realityâ innovation that allows Hrithikâs fans in Mumbai, Delhi & Lucknow malls to âbeâ in the same space as Hrithik, stand next to him and match their dance moves to his.
âThis type of marketing innovation has never been done before for any show on television â where the focus has been on selling a show â we have moved it to creating an experience,â said Sanjay Gupta.
The other JUST DANCE innovations include digital engagement properties â a âI Just Dancedâ competition on the web where the winner will be invited on the sets of Just Dance, the release of 4 music videos that immortalize dance in a way never been done before and many more that will be unleashed through the campaign.