MAM
GroupM & Dancestar to develop first global electronic music TV platform
MUMBAI: GroupM has inked a partnership with Dancestar Ventures to bring the Electronic Music Awards Show to Asia and other key television markets worldwide.
Dancestar Asia will be the first project of the partnership and will be developed for TV distribution in the region. It will celebrate the achievement of Asian and international DJs and artists. Scheduled to be held in Singapore in December 2015, Dancestar Asia is intended to be a two-hour award ceremony featuring 21 categories of achievement.
Winners for the 21 categories will be decided by public voting via several major social media channels across the region that will be announced shortly. Dancestar Asia will also feature 12 live performance collaborations from global artists in what is expected to be an epic night of music showcasing the best of the exploding electronic music scene in Asia.
Dancestar CEO and founder Andy Ruffell said, “Dancestar is back and we are delighted to be partnering with GroupM to bring this show to Singapore in 2015. EDM is now a $4 billion global industry with with DJs earning $20 to $40 million a year, Asia is primed for an electronic music explosion. We are developing the Dancestar Awards Show Platform as a series of market specific televised events in Las Vegas, London and Singapore. GroupM provide unrivaled expertise that will enable us to bring electronic music culture and global brands together on TV.”
GroupM Content APAC CEO Josh Black adds, “We are delighted to be working with Andy and his team at Dancestar Ventures. The EDM industry is exploding and we jumped at the opportunity to be part of the Dancestar Asia Awards Show and the other projects around the globe. Our team at GroupM Content will be helping Dancestar, drive a range of commercial opportunities from partnerships through to licensing, broadcast and content distribution.”
MAM
Britannia 50-50 settles crunch vs melt debate with new TVC launch
Pant and Rodrigues front campaign reviving ‘Na Re Naa Naa’ jingle
MUMBAI:For three decades, 50-50 has played on the idea of duality, pairing two flavours in one cracker. With Cheeze Dipped, the brand shifts the spotlight from flavour to texture. Built with 22 baked layers for a structured crunch and enrobed in cheese for a smooth finish, the product aims to deliver a 50 percent crunchy and 50 percent melty experience.
To bring the contrast alive, the brand has rolled out a new TVC featuring cricketers Rishabh Pant and Jemimah Rodrigues. Conceptualised by Mullen Lowe Lintas Group, the film turns the Crunch versus Melt debate into playful banter, with Pant and Rodrigues embodying two distinct snack personalities. The back-and-forth builds to a simple resolution, both experiences can coexist in one bite.
Adding a dose of nostalgia, the iconic “Na Re Naa Naa” jingle returns in a refreshed avatar, reconnecting the brand with a new generation while nodding to its cricket-led legacy.
Britannia vice president marketing Siddharth Gupta said the brand has always celebrated contrast, from its early “Na Re Naa Naa” days to its cricket associations. With Cheeze Dipped, he noted, the idea moves beyond flavour and comes alive through texture. Bringing together male and female cricketing icons under 50-50 felt like a natural extension of that thought.
Rodrigues said the campaign’s central idea resonated instantly, adding that the lively exchange with Pant captures the crunchy versus melty debate in an entertaining way. Pant echoed the sentiment, calling the concept relatable and saying the playful banter made the shoot enjoyable.
Mullen Lowe Lintas Group president creative Sarvesh Raikar, described 50-50 as one of India’s most loved biscuits and said the new variant required a fresh expression of duality. The contrasting energies of Pant and Rodrigues, he added, offered the perfect metaphor for crunch and melt.
The Britannia 50-50 Cheeze Dipped Crunchy Layered Sandwich is currently available across select cities at leading retail outlets and on quick commerce platforms, inviting snackers to stop choosing sides and simply take a bite.
