MAM
Sony’s ‘Dance Dance’ all set to ‘move’ the nation
MUMBAI: The first big offering from the Sony stable in 2005, Dance Dance is all set to hit the tube on 14 January. The marketing proposition for the show clearly deals with the theme of the dance frenzy hitting the nation. Validating that thought are a set of creatives that depict dance core to our culture. The promotional stint being two pronged are broadly off air and on air.
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.
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 .
On the radio front, an extensive campaign on FM channels will be carried out to create awareness and buzz by interviewing the three judges of the show Farah Khan, Vaibhavi Merchant and Terence Lewis.
E- Mailers for the trade which include clients, agencies and distribution networks have also been activated.
The recent upsurge of non-traditional media like mobile phones (2525) and the Internet (setindia.com) is also being extensively applied.
The SMS short-code 2525, is being used to build interactivity with the viewers. Viewers can download the Dance Dance soundtrack as well as write-in to the channel via the message boards on setindia.com and on the 2525 platform. Downloads for the show’s logo and ring-tones have also been made available.
Another interesting move is a micro-site for the show which is being developed wherein all Internet users, Setizens and viewers can learn more about the show.
Brands
Apple bites back: the $599 MacBook Neo is the cheapest Mac ever made
The tech giant unveils a budget laptop that packs a punch — and a lot of cheek
CALIFORNIA: Apple has never been shy about charging a premium. So when Cupertino rolls out a MacBook at $599 (approx. Rs 55,000) , it’s worth sitting up straight.
The MacBook Neo, unveiled Tuesday, is Apple’s most affordable laptop to date — undercutting its own MacBook Air and taking a sharp swipe at the budget PC market in one fell swoop. It starts at $499 for students, which, for a machine with Apple silicon inside, is frankly a steal.
At the heart of the Neo is the A18 Pro chip — the same muscle that powers the latest iPhones. Apple claims it is up to 50 per cent faster for everyday tasks than a rival PC running Intel’s Core Ultra 5, and three times quicker on on-device AI workloads. Fanless and featherweight at 2.7 pounds, it runs silently and promises up to 16 hours of battery life. Try doing that on a Chromebook.
The 13-inch liquid retina display clocks in at 2408-by-1506 resolution with 500 nits of brightness and support for billion colours — sharper and brighter, Apple says, than most rivals in this price band. It comes dressed in four colours: blush, indigo, silver, and a zesty new citrus, with matching keyboard shades to boot.
Connectivity is modest — two USB-C ports, a headphone jack, Wi-Fi 6E, and Bluetooth 6 — but this is a budget machine, not a pro workstation. The 1080p FaceTime camera, dual mics with directional beamforming, and Spatial Audio speakers round out a package that punches well above its weight class.
Apple senior vice-president of hardware engineering John Ternus alled it “a laptop only Apple could create.” That’s the kind of line that makes rivals wince — because, annoyingly, he might be right.
The Neo runs macOS Tahoe, with Apple Intelligence baked in for AI writing tools, live translation, and the sort of on-device smarts that keep user data away from the cloud. It also boasts 60 per cent recycled content — the highest of any Apple product — for those who like their bargains with a side of conscience.
For $599, Apple isn’t just selling a laptop. It’s selling an argument — that good design and real performance needn’t cost the earth. The PC industry had better have a decent comeback ready.
