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 On
air promos are packaged with the nuances of the fast paced Javed
Jaffery indulging a tad bit into what the show is really about.
The on-air promos are being aired across Sony, Max and AXN.
The cable initiative is also very exhaustive with a series of tie-ups
with cable operators across Mumbai promoting the show. Cable in
metros and smaller towns and cities such as Delhi, UP (Kanpur, Lucknow,
Allahabad, Gorakhpur, Varanasi etc), PHCHP (Ludhiana, Chandigarh,
Amritsar etc).
The off-air campaign is based on how the frenzy of the show will
sweep you off your feet hence the tag line 'Dance Ka Josh Uda De
Hosh'. The creative done by Euro RSCG depicts individuals in everyday
life situations in different dancing poses. " The essence of
the campaign being that the dancing frenzy has hit the nation and
everyone is so taken in with the show that they cannot stop tapping
their feet," says SET vice president marketing and communications
Tushar Shah.
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The
surround campaign entails extensive print promotion on the day of
the launch (14 January). Outdoors across key towns and cities in
the form of hoardings and bus-backs. Dadar station - the central
hub of Mumbai deluged by Dance Dance bill boards will lead
the outdoor campaign .